TerraLoc competes in the market for global positioning devices and services. The
company manufactures its own GPS units, which are smaller than those of any other
competitor and include a proprietary battery that lasts 200% longer than any other
competitor’s battery and that TerraLoc manufacturers on-site. TerraLoc also has
developed proprietary software that is much faster and more precise than that of any
competitor. When developing the proprietary battery, TerraLoc decided to manufacturer
the battery in-house to reduce the possibility that the company it outsourced the battery
manufacturing to might reverse engineer the battery and sell a similar product to
competitors. This possibility was especially troubling given that the company expected
a significant increase in demand due to the improved battery life. Additionally,
TerraLoc sells its products and services through its own direct sales force to ensure that
its representatives highlight the longer battery life of TerraLoc’s units.
TerraLoc’s decision to manufacture the battery in-house is most consistent with which
explanation of vertical integration?
A) Flexibility-based explanations
B) Firm capability-based explanations
C) Alliance-based explanations
D) Opportunism-based explanations
Answer:
Green Frog is an environmentally friendly firm in the cosmetics industry. If Green Frog
were considering expanding beyond the cosmetics industry into pharmaceuticals in
order to gain competitive advantages by operating in multiple markets and industries,
this would be an example of which type of strategy?
A) business level strategy
B) cost leadership strategy
C) product differentiation strategy