Like the theories, Shaun. Unfortunately, they both state one basic assumption in common - that everyone is working towards a common goal - which may well not be correct.

As a simplistic example, two friends going into business together, each with a 50% stake, clearly have to work together to be successful. However, if one believes the overriding priority to be market penetration whilst the other believes it to be maximisation of revenue, there's no "right" viewpoint, and a compromise will be necessary.