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We argue that the search for a dynamic theory of strategy and for a link between the product-market and resource-based views may be incomplete without an exploration of the evolution of the technology that underlies products and heterogeneous firm capability. As technology evolves, so do industry characteristics, products and critical success factors. Firms without the right capabilities are forced to quit the scene. Thus an industry's structure, attractiveness and the kinds of capabilities that it needs to succeed may vary over time, suggesting different strategies for each phase.