nternal Fit: Creating Competitive Advantage Supplier Opportunity Cost Firm resources Competitor Resources Marketing Strategy Resource Investments Customer Willingness to Pay Good marketing strategies are based on resource advantages and the latter are created by speed or gambles, often in areas where resources are not priced out directly or in the cover of competitor ignorance 15.834 Marketing Strategy15.834 Marketing Strategy Internal Fit: Creating Competitive Advantage Supplier Opportunity Cost Marketing Strategy Firm Resources Competitor Resources Resource Investments Customer Willingness to Pay Good marketing strategies are based on resource advantages and the latter are created by speed or gambles; often in areas where resources are not priced out directly or in the cover of competitor ignorance