Build:
We should build the capability of doing this in house. It’s core to us and we have the expertise to build it.
Buy:
This is important to us but we either don’t have the expertise to build it or the time to invest in it. We will be faster or better getting it done from outside
There is a third, more frequently taken path as well
Attempt:
We should do this on our own. Because, you know, we could!
You have no choice. You either build the absolute expertise to do it in house or you get the expert to do it.
Attempts don’t win markets.