When a firm such as Harley-Davidson has a strong brand name,it is challenged to:
A) develop another source of competitive advantage.
B) exploit the brand name as a competitive advantage.
C) develop new bundles of resources to be used to gain a competitive advantage.
D) identify new core competencies in the firm.

Question

Quizplus · Accepted Answer

When a firm has a strong brand name, it should capitalize on it and exploit it as a competitive advantage. Building another source of competitive advantage or developing new resources can be time-consuming and costly. Identifying new core competencies may also not be necessary if the existing brand name is already providing a strong competitive advantage. Therefore, option B is the best choice.

When a Firm Such as Harley-Davidson Has a Strong Brand