Philips and Matsushita companies have had many changes to meet the current market conditions. They were trying to become the market leader. They did not have the changes that were planned by CEOs and they did not help the firms. To keep the pace of the changing world, the companies have tried to use many tactical and strategic changes. They were considered to have presided and were branded accordingly. Many of the CEO’s of the companies have tried to change and or overhaul the total product development (Ghoshal, Korine and Szulanski, 1994). This was evident from their manufacturing to service requirement. There were several mistakes that were made. The market analysis of the company and the customer’s requirements were made. There was a wild race that with focus on the sales and profitability. In this, the core competencies and the competitive advantage of each company were overlooked. This was based on the rapid pace technological market changes. Added to this, with the advent of liberalization, there was not any one market leader. There were a number of market leaders in each of these cases.