Assumptions in all three areas have to fit one another.
The assumptions about environment, mission, and core competencies must fit one another. Marks and Spencer recognized that World War I had led to a new environment—masses of new buyers for good-quality, stylish, and inexpensive merchandise such as lingerie, blouses, and stockings. By the mid-twenties the four brothers-in-law who had built the penny bazaars into a major chain of variety stores might have been satisfied to enjoy their considerable wealth. Instead they decided to rethink the mission of their business. The business of Marks and Spencer, they decided, was not retailing. It was social revolution. From having been a successful variety ...
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