Question 1 Using examples to illustrate your answer, discuss strategy as a Design, Experience and Ideas and analyse the relationship between these three strategic lenses. (50%, word limit 750)

Question 2 Using examples to illustrate your answer, define and outline how sustainable competitive advantage is achieved and discuss the competitive forces that define industry structure. (50%, word limit 750)

Question 3 Discuss the role of Entrepreneurial Marketing in large organisations. With reference to THREE entrepreneurial marketing elements, discuss how these elements are used by large organisations to build or re-new sustainable competitive advantage? (50%, word limit 750)

Question 4 With reference to Product and Corporate Branding, how is a Brand created and how can companies build sustainable competitive advantage through brand equity?

Question 5 The first principals approach argues that all customer differ (MP1), all customer change (MP2), all competitors react (MP3), and all resources are limited (MP4). Discuss the trends that are increasing the importance of this first principals approach.