For many years, Southwest Airlines distinguished itself as the lowcost airline. Now, many other low-cost competitors have entered the market. Similarly, Southwest was one of the first airlines to offer online ticketing. Now, all airlines have online ticketing. These examples suggest that:
(a) No single strategy is likely to be sufficient to build a sustainable competitive advantage.
(b) Customers rarely remain loyal to companies.
(c) Product excellence is the only true source of a sustainable competitive advantage.
(d) Innovation is pointless because competitors will develop copycat offerings.
