We noted in this chapter that core competencies are essentially what a firm does particularly well. What are the core competencies of the firm Sir Kensington’s?

How sustainable are these core competencies?

In early 2008, Scott Norton and Mark Ramadan, classmates at Brown University, were having lunch.

They got to talking about food and stumbled on an interesting topic. For most types of food there are many choices. Just think of milk. Not only are there different brands of milk, but there is whole milk, 2 percent milk, and skim milk, along with soy milk, rice milk, almond milk, and coconut milk. The same is true for cereal, yogurt, mustard, and sauces. The only product they could think of where there is only one choice is ketchup.

Heinz ketchup. They wondered why that was the case and if there was something they could do about it.