In his book in 1984 Michael Porter stated that companies that tried to be BOTH a cost lead AND a differentiator would be 'stuck in the middle.' In 2020 we know that is no longer true. What was Porter's initial argument about why both strategies were contradictory and could not co-exist? What has changed during the past 30 years that resulted in the creation of a 'best cost' strategy? Identify a company that employs this type of strategy and explain why you think it is 'best cost'.