ENHANCING COMPETITIVENESS THROUGH THE NEW MARKET VALUE EQUATION

Identifies four factors as constituting the primary basis for global c ompetition in providing customers with value: customization, quality, response time, and price. However, finds that these factors interact i n a multiplicative rather than the commonly-assumed additive manner, g iving competitors with multiple strengths additional competitiveness a nd disqualifying firms which lack performance on even one dimension. P resents a simple model to aid managers in analysing the competition in their industry as well as in making decisions about the best actions to take for strengthening their firm's competitiveness.