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The fundamental basis of above average profitability in the long run is sustainable competitive advantage. There are two basic types of competitive advantage a firm can possess: as suggested by the Porter’s (1981) low cost or differentiation. The two basic types of competitive advantage combined with the scope of activities for which a firm seeks to achieve them, lead to three generic strategies for achieving above average performance in an industry: cost leadership, differentiation, and focus. The focus strategy has two variants, cost focus and differentiation focus. These all terms are related to the marketing

1. Explain how sustainable competitive advantage can be created by the company through HR Practices?

2. Which HR Practice is the most important to providing the immediate competitive advantage in the era of Covid-19

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