Unit 2 Assignment: Competitive Advantage and the Value Chain

The purpose of this assignment is to confirm your understanding of the direct correlation between an effective value chain and a firm’s competitive advantage by examining the relationship between customer delight, profitability, competitive advantage, and effective value chain management.


  1. Use the APA formatted Microsoft® Word® document template in Course Documents titled “Unit 2 Assignment Template Competitive Advantage” as the starting point. Download the template and save it as your own document, for example, YourNameUnit2GB570.docx.
  2. Write a 4–6-page paper, not including title and reference pages, making a compelling argument as to why an effective value chain creates competitive advantage.
  3. Write your paper using third person perspective (do not use first- or second-person pronouns; (e.g., “I,” “me,” “you,” “we”).
  4. In your paper, you will examine the concepts and interrelationships of customer delight, profitability, competitive advantage, and effective value chain management by following the directions included within the Unit 2 Assignment template. Included within this examination:
    1. Discuss each of the four elements.
    2. Examine the interrelationship between the four elements.
    3. Provide two examples of companies that have been successful in this integration, two examples of companies that have not been successful in this integration, and include explanations for your choices.
  5. Include a conclusion summarizing the paper’s content without introducing any new information.
  6. Support your response’s content with at least three separate applied and cited references. Accepted sources are: Library article(s), the textbook and the chosen example companies’ websites. No other Internet references are acceptable for the Unit 2 Assignment. Apply and cite no more than one referenced sentence per paragraph.

Here is a list of relevant articles related to Customer Delight (conveniently available in our library and as a reminder please use the library and not the internet).  

Customer Delight Articles
Alexander, M. W. (2012).  Delight the customer: A predictive model for repeat purchase behavior. Journal of Relationship Marketing, 11(2), 116-123.   
Barnes, D. C., Collier, J.E., Ponder, N., & Williams, Z. (2013). Investigating the employee’s perspective of customer delight. Journal of Personal Selling & Sales Management, 33(1), 91-104.
Barnes, D. C., Friend, S. B., & Meyer, T. (2016), Customer delight vs. customer satisfaction in a sales encounter. Society of Marketing Advances Proceedings, 236-237.
Barnes, D. C., Ponder, N., & Dugar, K. (2011). Investigating the key routes to customer delight. Journal of Marketing Theory & Practice,19(4), 359-376.
Berman, B. (2005). How to delight your customers. California Management Review, 48(1), 129-151. 
Bourque, R. (2016). Delight your customers. New Hampshire Business Review, 38(21), 12. 
Dey, S., Ghosh, S., Datta, B., & Barai, P. (2017). A study on the antecedents and consequences of customer delight. Total Quality Management & Business Excellence, 28(1/2), 47-61.  
Driggs, W. (2008). Serving up customer delight. CRM Magazine, 12(4), 14.
Marquardt, A. (2015). Concepts and realization of customer delight. International Journal of Sales, Retailing & Marketing, 4(5), 3-13.
Meyer, T., Barnes, D. C., & Friend, S. B. (2017).  The role of the delight in driving repurchase intentions. Journal of Personal Selling & Sales Management, 37(1), 61-71.  
Oliver, R. L., Rust, R. T., & Varki, S. (1997), Customer delight: foundations, findings and managerial insight, Journal of Retailing, 73(3), 311-336.
Sullivan, J. (2004). Time for a change in managing guest's experience.  Nation's Restaurant News, 38(18), 16-17. 
Torres, E. N., & Ronzoni, G. (2018). The evolution of the customer delight construct. International Journal of Contemporary Hospitality Management, 30(1), 57-75.
Yang, C. C. (2011). Identification of customer delight for quality attributes and its applications. Total Quality Management & Business Excellence, 22(1), 83-98.

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