The authors demonstrate how the concept of competitive advantage can be utilized to assist retailers in today's volatile environment. A competitive comparison is made between a vertically integrated chain of drugstores and a group of independent drugstores. The results show that each type of firm holds several key advantages relative to the other, indicating how survival for both is possible. Explanations for the advantages are given along with implications for managers and researchers.
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Ellis et al. (1992) studied this question.
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