Co-founded by actress and parent Jessica Alba, The Honest Co. launched in 2011 with a mission to be a wellness brand offering safe, effective, reliable products, such as diapers, vitamins, personal care, and cleaning agents.The U.S.-based organization took steps to achieve its vision as an iconic global brand by expanding into the European market in 2019. A recent $200 million investment is funding plans for further growth from a private equity firm. Analysts attribute The Honest Co.'s success to brand equity, innovative and quality products, and a loyal following despite some challenges and setbacks. Distinguish between The Honest Co.'s vision and mission. Review thekey terms defined in the text and the elements of the opening case, such as strategy, strategic competitiveness, competitive advantage, and core competencies. Determine the strategic resources available to the company while comparing and contrasting the information from the textbook Strategic Management: Competitiveness and Globalization, and use external resources.