A criterion that differentiates the products or services of one firm from those of another.
Customers who choose a company’s products and services because of comparative advantages such as efficiency, faster delivery, trustworthiness, product innovation, adaptability, and reputation are referred to as order winners.
Suppose, John and his family went on vacations in Grand Hyatt for its status and luxury, while ordering all of their purchases from amazon for its speedy delivery. The John family's young children depend on Apple Products for technical designing products and buy backpacks for their dependability.
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