The level of convenience offered to customers has increased
Implications for the market:
While Function and Price are easily copied, and therefore offer only a small market share opportunity, Convenience (meaning the ease of product acquisition for the customer) is difficult to duplicate because it involves people, training, and execution. Although many competitors may pursue convenience innovations, it is hard to combine effectively all of the inputs.
Improvements in convenience can make future share movement more difficult for a challenger. Successful convenience innovations can increase customer loyalty. Once this ownership of the customer has been established, it usually can be reversed only if the existing supplier fails.
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Perspectives: Conclusions we have reached as a result of our long-term study and observations.