ABSTRACT
Customers usually select a product/service on the basis of price and added value. The higher the added value and the lower the price, the more interesting the customers regards it. With the model of C. Bowman and D. Faulkner, the enterprise can choose from eight strategies with regard to price and added value. The hybrid strategy starts from a low price but with higher added value than the competition. The challenge in this strategy is the insight that the enterprise must obtain to achieve greater added value, by both understanding the customers’ needs and also actually fulfilling them. This strategy is one where, with the aid of information technology, among other things, customer benefits can be achieved, for example, in consumer electronics. The differentiation strategy comprises a distinctive capacity with respect to the competition with regard to added value for customers. Better products and services are produced at the same price as the competition with this strategy.
