Apple encourages owners of its computers to form local Apple user groups, many of which offer monthly meetings, an informative newsletter, member discounts, special interest groups, classes, and one-on-one support. The user groups provide Apple owners with opportunities to learn more about their computers, share ideas, friendships with fellow Apple users, as well as sponsor special activities and events and perform community service. A visit to Apple’s Web site helps customers find nearby user groups.

Locate an organization in the news. How is this organization trying to create value and competitive advantage in its sector?