Uma, mais uma, excelente reflexão de Roger Martin, que por sua vez nos põe a pensar. Desta vez é "Cost-Effective Differentiation - Why it Really Matters for your Strategy" da qual sublinho a parte final:
"Real differentiators have the margin room to be aggressive with pricing when needed and, in addition, have the earnings from their high margins to invest in the next differentiation. And low-cost players can grab share by pricing below the level that any other player is game to match. Consequently, ineffective high-value players have difficulty growing. Customers who happen to really value their particular offering remain loyal customers at the price they need to charge. But as with all companies, ineffective high-value players face a downward-sloping demand curve in which higher prices mean lower demand.
Simply, the ability to grow any business is hampered by needing to charge a high enough price to earn a return on costs. If those costs are higher than they need to be, but you add value to a set of customers, you will have a decent business. But it won’t be a great business.
Seeking to be a differentiator isn’t a license to not worry about costs. It is all one singular value equation. The determinant of your competitiveness is the margin between the value you create and the costs you incur. And in that metric: a buck is a buck is a buck."
Recordo trading up versus trading down.
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