Competing on Value
By Simon Knox & Stan Makilan
There has been a fundamental change in the purchasing motivation and behavior
of customers and the methods by which companies meet these new customer expectations.
Companies are re-examining their fundamental assumptions about the way in which
they define and deliver value to their customers. Marketing and brand strategies
successfully deployed in the 1980s and 1990s are no longer sufficient to ensure
continued profitable growth, customer loyalty and competitive advantage. Today,
global competition offers everyone a meaningful choice of equally competent
suppliers. The sharp-end of creating customer value lies with the organizationís
ability to- customize products and services direct complex supply chains on
behalf of customers provide pre-sales advice and post-sales service maximize
customer convenience work effectively within alliances on behalf of customers.
The UOVP Ė Unique Organisation Value PropositionTM is an important new methodology
providing a practical approach which enables senior management to define and
deliver customer value in a world where traditional products and brands often
fail to do so. The UOVP integrates an organizationís value-adding processes
into a powerful combination of reputation, performance, customer and product
portfolio and a network of third-party relationships. Creating this differentiated
combination, on the basis of delivering real value, enables an organization
to- create profitable long-term customer relationships integrate and direct
the organization towards customer value lead unbeatable alliances generate breakthrough
innovation. In short, to prosper by Competing on Value.
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