Gillette's development of the sensor razor is a good example of which statement?
a. not all of the impact of technology innovation is positive
b. process development is more important than product development as a source of competitive advantage
c. technology innovation is an important source of value creation
d. technology innovation has a profound effect on the creation of wealth for individual entrepreneurs and corporate shareholders
b
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As outlined by branding expert Kevin Keller, the benefits of strong brand equity include all of the following except:
A) greater loyalty. B) more vulnerability to marketing actions. C) less vulnerability to marketing crises. D) more inelastic consumer response to price increases. E) more elastic consumer response to price decreases.
Give an example of a metaphor used to communicate a firm's value proposition
What will be an ideal response?