This assessment task needs that groups examine two firms from the one industry that display contrasting (e.g. insurgent/defensive) approaches. Students will compare and contrast the approaches used, ascertain the effectiveness of each, and evaluate the most effective approach. Students give their responses and assessment in the form of a written report.

The report inhibits

• The type of approach used by each group and the rationale behind each particular approach

• The theoretical underpinnings of each approach

• The basis and methods used to evaluate both approaches

• The group's final determination (and rationale) as to the most effective approach