Jeffrey Pfeffer argues that "organizations can no longer achieve a competitive advantage through traditional sources of success such as technology, regulated markets, access to financial resources, and economies." He contends that the main factor that differentiates one organization from another is the workforce, and the most successful organizations are those that manage their employees the most effectively. By reversing Pfeffer's argument, one can conclude that an organization can be successful with a mediocre work force. Yet one must wonder if this is possible. A strong example demonstrating the impact of individual behaviour within an organization is the story of Apple (D. Kirkpatrick, "The Second Coming of Apple," Fortune, 1998) and the death spiral during the nineties that resulted from the way its employees reacted to its layoff methods. Despise its talented workforce, Apple wasn't able to be competitive as its workforce was not motivated to perform. The list of companies that possessed unique and innovative products but that have failed is long. One could argue that the failures were due to poor leadership or bad marketing. But isn't that what organization behaviour is? An organization needs to identify competent employees that will create innovative products or services. It will need to have the adequate infrastructure for innovative solutions to be revealed. "Increasingly, it is not the possession of knowledge itself which provides competitive advantage, but the ability to continuously acquire, integrate and apply knowledge from a variety of sources which ultimately leads to success. This does not simply involve "increasing the ability to communicate" . It requires "shifts in practices and relationships amongst organizations, managers and employees" . In order to succeed, an organization will need a team of talented marketing strategists that will successfully position the product in the market.