Heeleo Inc. is a television manufacturer that has been in the market for several years. Most television companies are now manufacturing LED and smart televisions because they provid more utility and a better viewing experience when compared to direct view televisions.

Heeleo, however, has been reluctant to adopt new strategies because it thinks its direct view televisions were selling well when it first started and will continue to sell the same way even if new competitors and better products enter the market. Which of the following concepts is illustrated in this scenario?

Strategic dissonance

Competitive inertia

Competitive advantage

Strategic alliance