Fiz logo a relação com o postal da manhã "Por vezes, o truque estratégico não é mudar a oferta, é mudar de prateleira".
"The common sense observation, and the point of this book, is that the other things associated with each offer - the market - environment - changed, not the product. Product and value did not change, only the context.
For companies focused on profitability, the key justification for focus on context is that almost always the leverageable differences in price among different buying contexts is far greater than differences between products and competitors.(Moi ici: O exemplo da gasolina que está a 1,559 €/litro na auto-estrada e a 1,469 €/litro no Pingo Doce cá do sítio)
While it may seem strange to focus more on buying occasion and the customer mind-set than on your particular product, context is what makes for reliable pricing. Product value is only one driver of price. For the best pricing, look to context as much as to your product offer.
The message here is that clinging to the idea that your company's product has an essential value is wrong. Value is not a concept compatible to diverse markets and a changing world."