Profit Impact

The research of Burton and Obel shows the following increases on assets return when opportunities revealed are seized:

Strategic fit: 3,3% - Contingency fit: 4,7% - Total design fit: 10%

The analysis by Burton and Obel demonstrates that unused situation opportunities affect the economic result of a company negatively, meaning that companies with unused situation opportunities will have a significantly lower increase in performance compared to companies with no unused situation opportunities.

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Please note that in the referenced articles the term misfit is equivalent with unused opportunity.