Purdue Cola has successfully achieved a competitive advantage in the soft drink industry as a differentiator. Which of the following scenarios would most undermine Purdue Cola's position?

Purdue's customers start to consider soda a commodity.

Purdue's product has not established an acceptable standard of quality.

Purdue improves the recipe for its most popular soda without increasing the price.

Purdue introduces a new biodegradable bottle that raises cost and perceived value.