How Market Leaders Keep Their Edge 高级英语下 第10课笔记及电子书.docVIP

Lesson 10: How Market Leaders Keep Their Edge Our research shows that no company can succeed today by trying to be all things to all people . It must instead find the unique value that it alone can deliver to a chosen market . We have identified three distinct value disciplines , so called because each discipline produces a different kind of customer value . Choosing one discipline to master does not mean that a company abandons the other two , only that it picks a dimension of value on which to stake its market reputation over the long term . The first value discipline we call operational excellence . Companies that pursue this are not primarily product or service innovators , nor do they cultivate deep , one -to-one relationships with customers . Instead , operationally excellent companies provide middle-of -the-market products at the best price with the least inconvenience . Their proposition to customers is simple : low price or hassle -free service , or both . The second value discipline we call product leadership . Its practitioners concentrate on offering products that push performance boundaries . Their proposition to customers is an offer of the best product , period . Moreover , product leaders do not build their positions with just one innovation ; they continue to innovate year after year , product cycle after product cycle . JohnsonJohnson , for instance , is a product leader in the medical equipment field . With Nike , the superior value does not reside just in its athletic footwear, but also in the comfort customers can take from knowing that whatever product they buy from Nike will represent the hottest style and technology on the market .[ For these product leaders , competition is not about price or customer service ( though those cant be ignored ) , its about product performance ]. (对于这些产品领导者，竞争的不是价格或顾客服务(尽管那些不容忽视)，而是产品的性能。The third value discipline we have named customer intimacy . Its adherents focus on delivering not what the market wants bu