Question: 2 . This MiniCase argues that Beats Electronics core competency lies in its marketing savvy and Dr . Dre s coolness. Do you agree with

2 .

This MiniCase argues that Beats Electronics

core competency lies in its marketing savvy and Dr

.

Dre

s coolness. Do you agree with this assessment? Why or why not?

3 .

This MiniCase provides three explanations for why Apple purchased Beats Electronics. Briefly summarize each of them. Which do you believe is most accuracte, and why?

4 .

Suppose you believe Apple bought Beats Electronics to bring Jimmy Iovine and Dr

.

Dre into Apple. What are the potential downsides of this multibillion

-

dollar

acqui

-

hire

(

an acquisition to hire key personnel

) ?

5 .

If Beats Electronics

core competencies are indeed intangibles, such as coolness and marketing savvy, do you think these competencies will remain valuable under Apple

s ownership? Why or Why not?

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