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2. Striving for mass customisation does not offer a prospect for future lasting competitive advantage. It is characteristic of these organisations to compete against others

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2. Striving for mass customisation does not offer a prospect for future lasting competitive advantage. It is characteristic of these organisations to compete against others and narrow their scope to the existing market rather than exploring opportunities. Interesting technological and social developments are being left un-catered to and therefore opportunities to improve value creation for customers are left unused. Discuss this statement with two examples

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