Ensuring that the economic-financial resources of the company are consistent with the organisation model. Balancing resources between different company areas is essential to ensuring competitiveness both at a system and product level. The fact that a brand is not extremely well-known on a market may often be balanced by the right relationships, while focusing on the value of a company’s “expertise” may very often be the condition to find a space on the market without having to use growth models of other market segments.