1. Identify and discuss real examples of companies with a competitive advantage based on customer lock-in as opposed to product innovation. Which do you expect to sustain a high ROIC for a longer time? 2. Why do companies operating within the pharmaceutical and biotechnology industries typically sustain higher ROICs than ﬁrms in the technology, hardware, and equipment industries?3. Discuss the three generic sources of a company’s growth, their relative importance for its growth, and what this means for a company’s strategy.4. For which type of company is additional growth likely to create more value: a high-ROIC company in a mature market or a low-ROIC company in a fast-growing market? Give reasons for your answer.
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