What customers are willing to give up

Value Disciplines
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What customers are willing to give up

Note that operational excellence (low cost, no-frills) competitors may know perfectly well what their clients want, but even more what they are prepared to give up in exchange for a lower price. Classic examples are Ryanair and ING Direct. Source: "The customer is not always right | Examining low cost competition" by Professor Adrian Ryans.

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Value Disciplines nurture another

It's very difficult to split each of the 3 disciplines and only concentrate on one as in fact one nurtures the other. Take as example innovation: if you keep innovating without having operational excellence and customer intimacy you may get into purely theorical developements.

 

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Value Disciplines
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