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Strategy also fit drives both competitive advantage and sustainability. There are three types of fit. The first-order fit is consistency between each activity and the overall strategy. It ensures that the competitive advantages cumulate and do not erode or cancel themselves out. The consistency makes it easier to communicate the strategy to customers, employees and shareholders and it will improve implementation through single-minded in the cooperation. Second-order fit occurs when activities are enforcing and the third-order fit is as optimization of effort. The coordination and information exchange across activities to eliminate redundancy and minimize wasted effort are the most basic types of effort optimization

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