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Apple brought in inventions from outside the company, they redesigned their supply chain and forged very unusual partnerships to gain a competitive edge. Will they be able to maintain this edge against major competitors who are keen to knock Apple off its towering tree with product developments and strategic alliances of their own? Will Apple's closed mindedness creep back in, and see them repeat costly mistakes from the past and lose their advantage? Using the framework provided by Wells (1998) three strategies are recommended that focus on technology, marketing and the development of the iTunes element of the business to maintain and develop Apple's competitive advantage in the digital entertainment market...
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