apprehension because competitors had been reducing prices on pumps, Wilkerson’s major product line. Since pumps were a commodity product, Parker had seen no alternative but to match the reduced prices to maintain volume. But the price cuts had led to declining company profits, especially in the pump line (summary operating results for the previous month, March 2000, are shown in Exhibits 1 and 2). Wilkerson supplied products to manufacturers of water purification equipment. The company had started with
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School Press, 1996. Porter, Michael E. Competitive Advantage: Creating and Sustaining Superior Performance. New York: The Free Press, 1985. Ronstadt. The Art of Case Analysis. Third edition. Lord Publishing, 1993. (1-800-525-5673) COURSE METHOD: The requiring reading for the course includes cases and chapters contained in the assigned textbook and supplementary materials. Most class
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