In most companies the corporate identity is built around the concept of strategic business units and not around core competencies. Hamel and Prahalad feel that this is not a true reflection of an organisation. A strong end focus is a necessity but it should be supplemented by an equally importantce view of the core competencies of the organisation. This matrix was designed by Gary Hamel and C.K Prahalad and appeared in their book Competing for the Future, which was published in 1994. The matrix was developed as an aid in setting specific acquisition and deployment goals.