The market-led organisation
The market-led organisation

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The market-led organisation

4.3 Dominating the market

Value disciplines refer to the ways in which organisations can combine value-driven operating models and propositions to dominate their markets. In their discussion of market domination, T&W identify three distinct value disciplines, each of which will deliver a different kind of customer value. They recommend that an organisation chooses one of the value disciplines on which to make its reputation but stress that these value disciplines are not mutually exclusive.

The choice of value discipline depends on extensive analysis of the company and its markets. The final decision will influence every subsequent plan and decision an organisation makes, affecting the entire organisation from its competencies to its culture. It defines what the organisation does and therefore what it is. However, no matter which discipline it chooses to focus on, it must still pay attention to the others. Each value discipline is now described below.


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