34 Pages Posted: 21 Oct 2008
This case allows students to observe two competing businesses transform themselves over time. By following the competitive actions and reactions over more than 10 years, students gain an appreciation for how rivals raise the competitive ante, search for new ways to add customer value, and come to realize that sustaining a competitive advantage is difficult.
Keywords: competitive analysis, competitive decision making, competitive dynamics, customer service
Suggested Citation: Suggested Citation
Bruner, Robert F. and Spekman, Robert E. and Crowder, Lane, Package War: Fedex Vs. Ups. Darden Case No. UVA-G-0485. Available at SSRN: https://ssrn.com/abstract=1279973