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1. Why was Whole Foods successful initially? Why has it lost its competitive advantage and is underperforming its competitors?

2. What value driver is Whole Foods using to remain differentiated in the face of competitors selling organic foods?

3. Given Whole Foods strategic initiatives to reduce its cost structure, does the firm risk being "stuck in the middle"? Why or why not?

4. What other strategic initiatives should/could Whole Foods launch to more successfully drive its business strategy?

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