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The vice-president of Damark Packaging Inc must decide whether to accept or reject a US$1-million order for shrink wrap packaging equipment. Should Damark focus on external markets for survival? is there a ''fit'' between the company''s external environment, its internal resources and the preferences of its management team. Pedagogically the case explores the issue of external markets and the decision faced by many companies of how to decide on the external environment that presents the best opportunities for their organization.