Why, within a particular industry or marker, do some companies outperform others?What is the basis of their (sustained) competitive advantage? The Opening Case pro¬vides some clues. The competitive advantage of McDonald's comes from efficiency, reliable quality, and customer responsiveness. McDonald’s efficiency is due to its standardized processes, which boosts employee productivity, and its economies of scale in purchasing, both of which lower costs. Standardized processes also hel
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