As indicated in Exhibit 3, customers are immediately affected by a firm's strategic intent. (Exhibit 3 omitted) Strategic intent refers to a firm's vision, mission, strategies, and products and services which derive from this vision (Hamel and Prahalad, 1989). Customers define a firm most directly by the products or services they receive. Strategic intent is often driven by the firm's strategic architecture. Strategic architecture represents the core competencies which a firm may have, either through the technology of the firm (e.g., Baxter Healthcare is successful through outstanding computer/information systems which are used by hospitals), the manufacturing ability of the firm (e.g., the manufacturing efficiency and productivity of Honda or Toyota), or other attributes a firm has (e.g., Marriott's ability to manage large numbers of people, or Domino's distribution capability in the pizza market). The strategic intent plus the strategic architecture form a Firm's strategic capability.