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Strategic capability The reason why an understanding of strategic capability is important is concerned with whether an organisation's strategy continues to fit the environment and the opportunities and threats that exist. However, understanding strategic capability is also important from another perspective. The organisation's capability may be the leading edge of strategic developments, in the sense that new opportunities may be created by stretching and exploiting the organisations capability either in ways which competitors find difficult to match or in genuinely new directions or both. This requires organisations to be innovative in the way they develop and exploit their capability. This has been called the resource-based view of strategy. Critical success factor Critical success factors are the product features that are particularly valued by a group of customers, and therefore, where the organisation must excel to outperform competition. * The cheapest flights * Use of simple processes * Large brand awareness * Clear offer; small geographic coverage,...

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