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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 12Repositioning a Business

The Emotional Triggers That Rescued a Newly Integrated Company

The greatest problem in communication is the illusion that it has been accomplished.

—George Bernard Shaw

At times, there’s an advantage to being first and staking your claim. Just as often, there’s a benefit to letting another company do the heavy lifting, so you can evaluate the situation and zero in on untapped opportunities. This is such a story. A particular sector of the global offshore industry had been dominated by one supplier that operated as a virtual monopoly. Customers, eager to regain leverage over pricing and support services, encouraged an infusion of competition into the marketplace. In response to this demand, another international ...

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