1. The length of the summary for each article should

1. The length of the summary for each article should be between 15-30 lines (single-spaced, Times New Roman, 12-point font, 1-inch margins). Please use a space between the paragraphs.

2. Please make sure to separate each article and case by the title of the article or case in bold format.

3.The length of the case answer for each question should be between 10-30 lines (single-spaced, Times New Roman, 12-point font, 1-inch margins). Please note that for some questions you need to draw a table and use bullet points. You need to submit the case questions along with the article summary in one document. You can use outside sources to answer case questions, but make sure to paraphrase and have references in the text and at the end of the document. Please write the original question and use a space between the paragraphs.

Article(1): orter, M. E. (2001). The value chain and competitive advantage. Understanding business processes, Chapter 5, pp. 50-59. 

Article(2): MacMillan, I. C., & McGrath, R. G. 1997. Discovering new points of differentiation. Harvard Business Review, 75, 133-145.

Case(1): Ducati

Case questions:

  1. In the last ten years, how has Ducati created and captured value? Conduct an internal analysis of the turnaround period (1996-2001) using the value chain model
  2. Analyze the capabilities of Ducati.

Case(2): A Maestro without borders 

Case questions:

  1. Is the classical music industry attractive? If you were head of an orchestra set on beating the competition, what strategic options could you have? What would be the likely results? 
  2. What is the key logic underlying Rieu’s business success? 
  3. Despite his impressive achievements over the years, André Rieu suffered a financial downfall at one point in his career, as described in the case. Seen from a blue ocean strategy perspective, what did he do wrong there? 
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