Customer value models are based on assessments of the costs and benefits of a given market offering in a particular customer application. Customer models are not easy to develop. Crafting flexible market offerings. In today s business markets, customers demand highly customized products and services, one-stop shopping and low price. While many firms have been baffled by the seeming contradiction in requirements others, such as ABB and Microsoft, have forged a competitive advantage by offering naked solutions with options.
Naked solutions are the minimum number of services uniformly valued by customers in a given segment.
They are sold at the lowest possible price. In turn, they wrap these naked solutions with options particular services valued by individual customers within the segment. Our book provides examples of how companies can reformulate their products and services into potent, flexible market offerings. Competing through partnerships and business networks. In days gone by, managers believed that the strongest and most profitable firms were vertically integrated.