Raynor, Michael E.; Ahmed, Mumtaz - In: Strategy & Leadership 41 (2013) 3, pp. 5-10
non‐price value customers will pay for, not the hard problem of how to remain profitable at lower prices. … suggests that the most profitable course of action is to devote resources to tackling the hard problem of creating anew the non‐price … value customers will pay for, not the hard problem of how to remain profitable at lower prices. Originality/value – These …