To create a competitive advantage that is sustainable, a company can begin by focusing on quality, then ________
A) make sure quality doesn't decline at too rapid a pace
B) make incremental improvements to keep quality levels high
C) change its entire product line frequently
D) slowly diminish quality and raise the prices of its products
Answer: B
Explanation: Diminishing quality would be likely to erode a competitive advantage, not make it more sustainable. Changing a successful formula would also tend to be counterproductive, making "change its entire product line frequently" incorrect. The only effective strategy would be to refuse to let well enough alone–keep the same product, but keep improving the product to stay ahead of rivals–making the choice regarding incremental improvements the correct response.
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