O papel das pequenas empresas (parte IV)

"Every scale leader has weaknesses. A global consolidator can take advantage of its substantial scale effects to produce and offer a product inexpensively; however, this product obviously will not have the features expected of an Endgame niche product.
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To seize the Endgame niche fighter’s captured market, the scale leader knows that it would have to take on the associated segment costs. Later on in the sector consolidation process, a smart and innovative scale leader can, segment by segment, take out niche players that know only how to segment, specialize, and focus. To avoid this, Endgame niche fighters must strive to maintain their distinct personalities."
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Se os líderes da escala e do preço se preocupam com os custos... as pequenas empresas têm de competir complicando, complexificando o negócio, trabalhando onde os custos são maiores.
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IMHO, é este pormaior que falta na abordagem dos macroeconomistas que só equacionam os custos e não reflectem sobre o valor criado.
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"The customer must decide whether value is being created or added, and customers define value in many different ways—some see value in the lowest price. But current research would have us conclude that maybe as few as 20 percent of customers in any given product or service category are truly price driven—that is, they regularly look for the lowest prices available. This leaves 80 percent or more who define value more broadly and who care about more than price alone. While this percentage is certainly a rough estimate, and although the measurement of something as ephemeral as price sensitivity is subjective and prone to variability across product categories and situations, the principle is nevertheless an important one: Some large percentage of customers are indeed not particularly focused on price. They want value and they define it on their own terms. In fact, I regularly meet customers who tell me that they would willingly pay more if the company would only perform or behave in a certain way."
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Trecho 1 retirado do livro "BEATING THE GLOBAL CONSOLIDATION ENDGAME - Nine Strategies for Winning in Niches" de Fritz Kroeger, Andrej Vizjak e Michael Moriarty.
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Trecho 2 retirado do livro "BUILD YOUR CUSTOMER STRATEGY - A Guide to Creating Profitable Customer Relationships" de James G. Barnes.