If you don’t have a competitive advantage, don’t compete

Chapter 4--Jack Welch made the comment that “If you don’t have a competitive advantage, don’t compete.” If we judge this statement to be true, what should an organization wanting to enter a market where they do not yet have a competitive advantage a way to create success without an initial competitive advantage? Should they abide by Welch’s comment? 2. Chapter 5--Assume you are hired as a consultant for Cinnabon. You are asked to consider a SWOT model to determine their strengths and weaknesses. Using Capsule 4.1 decide and objectively recommend next steps for Cinnabon