suggested that when evaluating business attractiveness, an organization should ask six questions:

What could the organization do better than any of its competitors in its existing markets

? What are the strategic resources required to succeed in the new market?

 Can the organization leapfrog or catch the competition?

 Would diversification break up the organization’s strategic assets that may need to be kept together?

 Will the organization be a winner in the new business or just another player?

 And finally, what can the organization learn by entering into the new business, and will it be able to learn from it?