OIM 210 EXAMINATION QUESTIONS
WITH CORRECT DETAILED ANSWERS
Key Resources for Competitive Advantage - Answer-Imitation-resistant Value Chain
Organization, Brand, Scale, Data - Differentiation & Switching, Costs, Network Effects,
Distribution Channels, Alliances (with complementary firms & competitors), Patents?
useful, novel, non-obvious
Value Chain - Answer-Infrastructure: general mgmt, planning, finance, IS, HRM:
recruiting, hiring, training, and, development, Tech. Development: R&D, Procurement
Inbound logistics> Operations> outbound logistics> Marketing & Sales > Service
Brand - Answer-The symbolic embodiment of all the information connected with a
product or service.
Viral Marketing - Answer-Leveraging consumers to promote a product or service.
Examples of Firms who were early vs who were late - Answer-Early: overture,
friendster, inktomi, myspace, Diamond multimedia
Late: Google, facebook, ipod
Switching Cost - Answer-Learning Costs, information and data, financial commitments,
contractual commitments, search costs, loyalty programs
It's not about the technology and timing, what is it about? - Answer-It's about what you
do with a technology and timing lead
Price Transparency - Answer-the degree to which complete information is available
Information asymmetry - Answer-When one party has more or better information than
their counterparty
Why did GAP go down in flames? - Answer-CEO's decisions based on intuition, did
contract manufacturing
Network Effects - Answer-product or services become more valuable as its user base
expands.
PDA - Answer-personal digital assistant
POS (point of sales system) - Answer-Transaction processing systems that capture
customer purchases.
WITH CORRECT DETAILED ANSWERS
Key Resources for Competitive Advantage - Answer-Imitation-resistant Value Chain
Organization, Brand, Scale, Data - Differentiation & Switching, Costs, Network Effects,
Distribution Channels, Alliances (with complementary firms & competitors), Patents?
useful, novel, non-obvious
Value Chain - Answer-Infrastructure: general mgmt, planning, finance, IS, HRM:
recruiting, hiring, training, and, development, Tech. Development: R&D, Procurement
Inbound logistics> Operations> outbound logistics> Marketing & Sales > Service
Brand - Answer-The symbolic embodiment of all the information connected with a
product or service.
Viral Marketing - Answer-Leveraging consumers to promote a product or service.
Examples of Firms who were early vs who were late - Answer-Early: overture,
friendster, inktomi, myspace, Diamond multimedia
Late: Google, facebook, ipod
Switching Cost - Answer-Learning Costs, information and data, financial commitments,
contractual commitments, search costs, loyalty programs
It's not about the technology and timing, what is it about? - Answer-It's about what you
do with a technology and timing lead
Price Transparency - Answer-the degree to which complete information is available
Information asymmetry - Answer-When one party has more or better information than
their counterparty
Why did GAP go down in flames? - Answer-CEO's decisions based on intuition, did
contract manufacturing
Network Effects - Answer-product or services become more valuable as its user base
expands.
PDA - Answer-personal digital assistant
POS (point of sales system) - Answer-Transaction processing systems that capture
customer purchases.
