Explain how different value chain activities can be used to develop innovations that give the innovating firm a first-mover or early-mover advantage at different points in the industry life cycle. Be specific about precisely what the first/early mover advantages are in each of your examples and give details of how each was/is tied to one or more specific value chain activities. Evaluate the drawbacks of being an early or first-mover in each of these examples as well. Explain why the competitive advantages derived from each of your examples were or were not sustainable in terms of industry change (evolution or transformation) and/or the response from other competitors in the extended industry structure (including later industry entrants). Please use the following articles and case studies as references: "Cola Wars Continue: Coke and Pepsi in 2006" "Apple Computer, 2006", "DeBeers and the Global Diamond Industry." Michael Porter''s article: Value Chain and Competitive Advantage. Michael Porter''s article: "What is strategy?" F. Suarez & G. Lanzolla''s article: "The Half-Truth of First Mover Advantage." D. Hambrick & J Fredrickson "Are you sure you have a strategy?" G. Tellis and P. Golder, "First to market, first to fail: Real causes of Enduring Market Leadership." Case: “Infosys Consulting in 2006: Leading the Next Generation of Business and Information Technology Consulting” Case: “Extending the ‘easy’ Business Model: What Should easyGroup Do Next?” J. Bower & C. Christensen, “Disruptive Technologies: Catching the Wave” C. Markides, “Responses to Disruptive Strategic Innovation” W. Kim & R. Mauborgne, “Value Innovation: The Strategic Logic of High Growth”