Questions

1. How can quality be a sustained competitive advantage (SCA)? Consider the definitions used by the American Society for Quality (ASQ).
2. What is the major message of the Forsyth et al. article?
3. How can differentiation be created in a new market space?
4. What do you get regarding brand management from the Lodish and Mela article?
5. What is the value of brand equity? How would you describe it to someone with little or no knowledge of marketing?

References

Forsyth, J. E., Gupta, A., Haldar, S., & Marn, M. V. (2000). Shedding the commodity mind-set. The McKinsey Quarterly,(4), 78.

Kim, W. C., & Mauborgne, R. (1999). Creating new market space. Harvard Business Review, 77(1), 83-93.

Lodish, L. M., & Mela, C. F. (2007). If brands are built over years, why are they managed over quarters? Harvard Business Review, 85(7-8), 104-192.