Dash will benefit the most from this alliance. Dash Lab has already launched what could prove to be a very successful venture. Having a product that is valuable to a customer is one of the key elements of business sustainability. When customers feel that the product is a necessity and there are limited alternatives to your product, it can give your organization a competitive advantage. Since Ford Motor Company is already a well-established company, they may feel that it is not sufficiently beneficial for the company to join forces. As the Holy Bible says, Proverbs 19:20 says: “Listen to counsel and accept instruction, and in the end you will be