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"The traditional supplier-customer dyad has long been challenged by forces in the marketplace. To be able to support their customers, suppliers have had to move into networks with other suppliers and the customer's customer becomes a part in the chain that a supplier has to consider. Changes in the business environment relating to business-to-business markets have possible dramatic consequences for firms. A competitive advantage cannot be achieved and maintained with traditional means. A supplier who, in a competitive market, only offers the core solution to its customers, in the form of a physical product from small-scale products to large investments such as a paper-machine, will soon find that the pressure on price gradually grows from what it already used to be. The reason for this is quite obvious. As customers do not perceive any other support to their processes by a supplier than what the product offers, and as there is an abundance of competing offerings on the market, it is only natural for a buyer to look at price as a major and often even the major purchasing criterion."
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E podemos competir pelos preços mais baixos?
Hummm! Não me parece!
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A minha receita é outra. Trabalhar para enriquecer a oferta, trabalhar para aumentar os preços:
2 comentários:
Que raio de nome "servitization"
http://www.cambridgeservicealliance.org/uploads/downloadfiles/BerlinServicesKeynote.pdf
http://www.cranfield.ac.uk/sas/pdf/servitization.pdf
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