This outside, this environment which is the true reality, is well beyond effective control from the inside. At the most, results are codetermined, as for instance in warfare, where the outcome is the result of the actions and decisions of both armies. In a business, there can be attempts to mold the customers’ preferences and values through promotion and advertising. Except in an extreme shortage situation such as a war economy, the customer still has the final word and the effective veto power
