Subject:- Strategic Management

iPhone 5. In 2013, Samsung introduced the new Galaxy S4 model, further intensifying the head-on competition with Apple. Uncharacteristically, Apple botched the product launch for the iPhone 5. The embedded Apple map app was far inferior to Google maps, which was used in earlier versions of the iPhone. Subsequently, Apples top management team also experienced sudden turn- over, with some of its executives being forced out. In one instance, CEO Tim Cook asked Scott Forstall, vice president of iPhone and iOS Software and a Steve Jobs protg, to leave after Forstall refused to sign an apology letter to customers for the shortcomings on the iPhone 5s mapping service. The head of Apples famed retail operations was also forced out after only six months on the job. After reaching $658 billion in market valuation and becoming the worlds most valuable company, by March 2013 Apples share price had dropped more than 45 percent, wiping out close to $290 billion in shareholder value. Clearly, while it is difficult to gain a competitive advantage in the first place, it is that much more difficult to sustain it.38

Questions 4. Why do you think it is so hard not only to gain but also to sustain a competitive advantage?

1 to 2 paragraphs (5 sentences per paragraph)