Carefully evaluate this mini-case and answer the question below. In 1989, Mars introduced the Ice Cream Mars - a hybrid between an ice cream and the well-known Mars bar. While this now seems a well-established and ordinary part of the confectionery market, at the time it had a substantial effect on the confectionery and ice cream markets. Surprising as it may seem, this product innovation, bringing together real chocolate confectionery and ice cream, posed a major challenge to the established ice cream producers in the UK (Walls and Lyons Maid). The Unilever Group which owned Walls also owned chocolate producing facilities, and one might expect that a huge Mform multinational like Unilever could have brought together the necessary expertise to rise to this challenge. But in fact, Walls lost market share following the Mars entry. In view of organisational forms, why do you think the ice cream bar was such a challenge to Unilever and Walls?