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Kevin lays out the 3 drivers of competitive advantage and wants to know how these drivers led to the success of the Spice Girls, the Jonas Brothers, Hannah Montana etc.
Alice demonstrates that lacking cultural knowledge is not a case disadvantage, provided the candidate asks for explanations, while Kevin provides more case details.
Michael correctly begins the case by trying to define value. However, he tends to be too focused on numerical precision even though this is a general strategy case.
Kevin makes the case tougher by avoiding a numerical target of value and forcing the candidates to think about the broad drivers of value to the customer.