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A useful way to examine a firm's ability to be successful in the market is to identify the order winners. An order winner is a criterion that customers use to differentiate the services or products of one firm from those of another.
-Operations Management 8e by Krajewski, Ritzman, Malhotra
Order winners are being defined as criteria which influence the customer's purchase decision to the strongest extend, i.e. if the order winner is achieved it provides great competitive advantage.
Example:
Paper clips - colour, size, shape, etc. might influence the purchase decision, however, if the price is wrong the customers will not make the purchase.
(price - Order Winner)
Rgds Seb
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