OM (Chapter 4)

Competitive advantage denotes a firm’s ability to achieve market and financial superiority over its competitors.

Order qualifiers are basic customer expectations generally considered the minimum performance level required to stay in business.

Order winners are goods and service features and performance characteristics that differentiate one customer benefit package from another and win the customer’s business.

Search attributes are those that a customer can determine prior to purchasing the goods and/or services.

(color, price, freshness, style, fit, feel, hardness, and smell)

Experience attributes are those that can be discerned only after purchase or during consumption or use.

(friendliness, taste, wearability, safety, fun, and customer satisfaction)

Credence attributes are any aspects of a good or service that the customer must believe in, but cannot personally evaluate even after purchase and consumption.

(expertise of a surgeon or mechanic, the knowledge of a tax advisor, or the accuracy of tax preparation software)

Competitive priorities represent the strategic emphasis that a firm places on certain performance measures and operational capabilities within a value chain.

1. Cost
2. Quality
3. time
4. flexibility
5. Innovation