Companies should find balance between internal and external orientation.
Focus too much on the external environment and you will start loosing control over your company and its performance. Focus too much on the internal matters of your organisation and you will miss the opportunities and you will be surprised by changes in the market.
So how to balance the orientations?
Develop your marketing, sales, R&D and innovation departments and activities to become more open to the external environment. Develop your finance-accounting, production and operations activities and departments to improve your organisation internally.