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Assumindo que os clientes são semelhantes, que as ofertas são semelhantes, que as empresas são semelhantes, que todos operam de forma racional, o preço é a variável crítica para ter sucesso.
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E quem é que tem o melhor preço? A melhor empresa!
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É o mundo da concorrência para ser o melhor.
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E o que é que Porter diz sobre esse objectivo?
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"Michael Porter on Why 'Best' Isn't the Right Goal"
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"The granddaddy of all [strategy] mistakes is competing to be the best, going down the same path as everybody else and thinking that somehow you can achieve better results."
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"really robust strategy is based, instead, on delivering unique value on both the customer side and the ‘supply’ side..
In other words, if a company creates products or services that fulfill their customers’ needs in ways not available from others, and designs the organization to meet those needs in uniquely efficient and effective ways…that‘s good strategy. The key is envisioning and then figuring out how to serve your customer in ways that are substantively different from the competition, rather than simply trying to do what they do, but better (faster, cheaper, slightly better quality, etc.)."
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Nem de propósito!!!
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