Supplier Was Racing to the Bottom on Pricing, Switched to Challenging the Industry Leader

A company in commodity sales is often blind to its differentiators. Firms that offer anything more than warehouse fulfillment and a convenient Web site may overlook the competitive advantage of value-added services. In this case study a supplier learned they were measuring themselves against the "also rans" in their category rather than against the industry leader, who turned out to be their only relevant competitor. ..»

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