Edge Strategy: A New Mindset for Profitable Growth by Alan Lewis & Dan McKone

Author:Alan Lewis & Dan McKone
Language: eng
Format: mobi
ISBN: 9781633690165
Publisher: Harvard Business Review Press
Published: 2015-12-28T14:00:00+00:00

Edge-based customization

Edge-based solutions

Edge-based bundling

The first move, edge-based customization, uses ancillaries as a faster, less capital-intensive way to support product configuration. The second, edge-based solutions, dissuades customers from price shopping by using edges to amplify the value of products or services. The third, edge-based bundling, demonstrates how wrapping edge offerings around core offerings can create meaningful differentiation when many options exist.

When used in conjunction, these three strategic moves collectively create a dynamic merchandising approach that both improves customers’ experience and broadens their perception of value. The repeated, successive application of these three strategic moves helps organizations get closer to customers, defend against commoditization, and, over the long run, preserve margins.

Let’s begin with how product edges can enable virtual customization—in other words, how you can apply the same strategies described in chapters 5 and 6 to provide some of the benefits of customization without the burdens of actually going all the way down an otherwise challenging path.

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