2. Product differentiation is the way to avoid price competition. Companies copying ideas and products became similar again. It's kind of differentiation paradox. The authors of ,, Blue Ocean Strategy"state that companies can avoid this problem applying methodology of Blue Ocean strategy. Explain how companies can do it? (50% of total grade). 3. Review Christmas ads. a. Why Christmas ads are so important for companies/brands? b. Choose the one you like best and explain your choice (20% of total grade). EVALUATION CRITERIA: 1. Ability to explain the concepts and apply its for case. 2. Ability to analyze and critically evaluate problems and provide recommendations. 3. Ability to apply the theoretical and practical knowledge creatively and originally. 4. Ability to substantiate your positions, to present them clearly, logically. 5. Correct citation of the source use. 6. Academic honesty