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Most important source of competitive advantage is innovation

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The authors contend that the most important source of competitive advantage (especially when the external environment is rapidly changing) is innovation. Do you agree with this statement? In addition, do you think that innovation is just about developing new products and services or do you believe that innovation is also important to the other three sources of competitive advantage (quality, efficiency, and responsiveness to customers)?

(Please answer from a strategic thinking viewpoint)

Reference no: EM131686388

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