Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Chapter 12, Problem 1C
Summary Introduction
Case summary:
Company N is popular for the word innovation. The position of the company in innovation is 5th position. The company has been adding the arrays of high tech patents with specialists and physiologists in the field of mechanics.
The product available in the market is Company N’s fly knit technology, which eliminates the waste in manufacturing and gives a compression fit. Company N says that the innovation is the best characteristics of the company among the competitors.
To discuss: Whether the spirit of innovation generates competitive advantage and how company N uses its innovation as an advantage in the market place.
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Contemporary Marketing (MindTap Course List)
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