Study questions | Marketing homework help

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each questions needs to be atleast 250 words with one reference. 

1) What is value and how is it determined and measured? In your  opinion, does business generally determine and measure value  appropriately? In a free market, what happens when value is not properly  assessed by a business and its leaders? Give a historical example and  your thoughts about how and why a disconnect occurred. Cite any sources  used to support your answer.

2)            

What  makes a competitive advantage sustainable, and why is sustainability a  critical strategy-making consideration? Is sustainability knowable in  the medium and long term? Why or why not? Give an example to support  your conclusion. Cite any sources used to support your answer.