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Write  a 1,050- to 1,400-word paper in which you research two companies and do the following: McDonalds and Apple Inc. 

Evaluate the internal and external environments of each company using an environmental scan.
Analyze the competitive advantage of each company
Evaluate the strategies each company uses to create value and gain competitive advantage.
Examine the measurement guidelines each company uses to verify its strategic effectiveness.
Evaluate the effectiveness of the measurement guidelines that each company uses.

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