Conduct an analysis of AirAsia (Case 9), Harley-Davidson (Case 10), and Google, Inc. (Case 21). Your analysis should cover the following points:
• Compare and contrast the companies' respective approaches to developing competitive advantage.
• How are the respective companies and industries unique and how has this driven their strategic choices?
• What is your assessment of each firm's future competitive sustainability based on this analysis? Provide a rationale for your thinking.