At the beginning of 2001, Peach Computers competed exclusively in the computer
industry and generated approximately 96% of its revenue from the sales of computers
and computer-related software and approximately 4% of its revenues were generated
from sales of other peripherals. Further, of these revenues, 60% was from sales in the
U.S., 30% was from sales in Europe, 7% was from sales in Asia and 3% was from other
areas. In October 2001, Peach entered the personal electronics industry by introducing a
new MP3 player known as the PeachPit. In developing and selling the PeachPit, Peach
Computers was able to use many of the same R&D facilities, suppliers, production
facilities, and distribution and sales outlets as the computers and software Peach
Computers traditionally sold. By 2003, the PeachPit MP3 Player, accessories for the
unit, and sales of songs on Peach Computers’ NectarTunes website accounted for 35%
of Peach Computers’ revenues.
If one of the reasons that Peach Computers entered into the electronics industry was to
offset weakness in the computer industry because when the computer industry was
weak, the electronics industry was strong, and vice versa, Peach Computers would be
pursuing which economy of scope?
A) core competencies
B) multipoint competition
C) tax advantages
D) risk reduction
Answer:
If TechnoGeek and VarsityBlue compete in the same market for the same customer and
TechnoGeek generates $900 of economic value each time it sells a product or service
while VarsityBlue generates $400 of economic value each time it sells a product or
service, TechnoGeek has a(n) ________ of $500.
A) perceived benefit
B) economic value