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Remember to refer to your total offer (product, service, brand, etc.) when considering the ways you have to satisfy customer needs.
Differential Advantage can be sustained by emphasizing psychological and functional values; however these tend to erode over time with the presence of competition (moving towards economic values.) In essence, unless differential advantage is maintained, competition can drive a product's or service's total offer from a specialty to a commodity.
In order to determine if you have differential advantage, you must first identify the benefits being sought by target segments...
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