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首页> 外文期刊>Journal of business strategy >Grow your business by offering less - and more
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Grow your business by offering less - and more

机译：通过提供更多更少的东西来发展您的业务

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摘要

Most business leaders buy into the logic of differentiating their products from those of competitors, and of offering more complete solutions to customer needs. But what if you find that other competitors with stripped-down offerings are gaining share? Does that mean you should abandon efforts at differentiation and switch to a simplified, low-cost product? If so, what should you do about customers who say they like the more complete, higher-value offering? There are plenty of companies that put bare-bones offerings in front of their customers, and compete by offering an acceptable product at the lowest possible price. Think Southwest Airlines, most big box stores and e-commerce retailers, Motel 6 in lodging, and many retail banks today.
机译：大多数企业领导者都接受将自己的产品与竞争对手的产品区分开来，并为客户需求提供更完整解决方案的逻辑。但是，如果您发现其他提供精简产品的竞争对手正在获得份额呢？这是否意味着您应该放弃差异化的工作，而转向简化的低成本产品？如果是这样，您应该如何对待那些说他们喜欢更完整，更高价值的产品的客户？有很多公司把准产品提供给客户，然后通过以最低的价格提供可接受的产品来竞争。想想一下西南航空，大多数大型专卖店和电子商务零售商，住宿中的Motel 6和当今的许多零售银行。

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