Key Sources of Value creation Industry Attractiveness Growth Barriers to Other phase of competitive e.g. patents, product entry temporary cycle monopoly oligopoly pricing Marketing Perceived Superior Cost and price quality ganizational capability Competitive Advantage 15-315-3 Key Sources of Value Creation Growth phase of product cycle Barriers to competitive entry Other -- e.g. patents, temporary monopoly power, oligopoly pricing Cost Marketing and price Perceived quality Superior organizational capability Industry Attractiveness Competitive Advantage