What are the ways that a firm may miscalculate fit?
1. overestimate its abilities or the uniqueness of its abilities
2. underestimates the number of competencies required for success in the new market
3. overestimates the transferability of its assets from current business to the new market
4. overestimates the relevance of its current competitive advantage to the new market (e.g. gerber - brand name in baby food vs brand name in daycare)