When a company's mission statement changes: it's because a new product line has been introduced. it's a sign that the company has experienced rapid growth. employeees can be confused about the company's goals and direction. it's because the company has gone from privately held to public. A key component of creating competitive advantage is: pricing below one's competitors having a dedicated sales force bundling the core product with other products under the same brand understanding the assets (value) the product or brand already has The example company didn't understand that: they needed to stick with their verified customer base. Millenials hold authenticity as a key value. they were in the maintain phase of their product life cycle. they needed a new director of marketing. The person responsible for ensuring that the goals for a product are met is: the CEO of the company the director of marketing the manufacturing manager the product owner