Strategic Management: Concepts and Cases: Competitiveness and Globalization 13th Edition by Michael Hitt , R. Duane Ireland , Robert Hoskisson

Exercise 1

Several companies use their brand as a competitive advantage. Ask the class, given their knowledge about the global economy, which brands they believe have the strongest likelihood of remaining a source of advantage in the twenty-first century? Why? What effects do they believe the Internet's capabilities will have on this brand, and what should the owner of the brand do in light of them?