Theres a saying in the business world that nothing fails like success. Take Gap, for example. How can a fashion retailer that was once the source for wardrobe staples such as chinos and white T-shirts suddenly lose its marketing edge? Motorola has also fallen victim to its own success. The companys Razr cell phone was a huge hit, but Motorola struggled to leverage that success. Google acquired Motorola Mobility but then sold it to Lenovo in 2014. Recently, Starbucks CEO Howard Shultz warned that his company and brand risk becoming commoditized. And, some industry observers are saying that Apple has lost its cool.

1. Choose one company and
2. If you were to make a recommendation to management at the company, what would you say?

dont choose apple