​​ Instructions: Answer the questions in a professional style with complete sentences. Please read each question very carefully and be sure that you have answered in the way I've asked you to. Incorporate and apply appropriate topics and ideas from the course in every answer.

You can use your notes, readings, and other materials. You may NOT consult with any other student (or person). This is to be your individual work. You may not copy work from any source.

There's no need to cite sources or do additional research. The point of this assessment is to see your ability to understand and apply the concepts we've been

studying. It is not to have you play back to me the concepts, so avoid describing the ideas we've covered, as you won't get any credit for that. I've given you guidelines for how much to write. Make sure you answer the questions, but there's no need to write excessively. A "short essay" answer should be about 3-4 sentences. A "medium essay" answer should be about 4-6 sentences.

1. List one way each that (a) technology usage and one way that (b) "big data" usage in a firm can decrease a customer's "willingness to pay". (short essay; 15 points). 2. How can you reconcile the ideas in the 'are you sure you have a strategy' article by Hambricht and Fredrickson and the 'competing on the edge of chaos' article by Eisenhardt

and Brown? How might they both be applicable to the same firm? (short essay; 15 points). 3. Over the past five years Microsoft's stock has underperformed many other tech firms. List one resource, capability, or core competence of Microsoft and why it is difficult to imitate or

substitute for. Give one NEW strategic recommendation that leverages this resource, capability, or core competence. (Note: do not discuss Xbox – it's a very small part of Microsoft's business.) (medium essay; 25 points)