It is imperative that an organisation creates more value than its competitors in order to be profitable. Traditionally, value creation used the planned approach to strategic management (meaning it was seen as a "series of sequential steps"(Angelopulo and Barker, 2013:30)). However, this approach did not lead to desirable business decisions as it was too prescriptive. As a result, organisations began focusing on gaining a competitive advantage by "configuring their value chains more efficiently than competitors with the outside-in approach" (Angelopulo and Barker, 2013:30). This approach recognised all parties involved in the deliverance of their product and its success, therefore, relied on the performance of other organisations in the value chain.