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Essay / Research Paper Abstract
This 6 page paper answers a series of questions about value migration, the phenomenon of customers migrating away from companies that no longer meet their needs. Bibliography lists 4 sources.
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6 pages (~225 words per page)
File: KV32_HVvalmig.rtf
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Unformatted sample text from the term paper:
and how it has affected various industries: Value migration is business jargon for the fact that customers tastes and needs change, and if the company that is currently supplying those
needs fails to recognize the change and respond to it, those customers will "migrate" to another company that does (Shapiro, Slywotzky & Tedlow, 1997). The change typically changes over
a long period of time, making it extremely difficult for the company to identify, until it reaches "critical mass," by which time it may be too late to do anything
to stop the defections (Shapiro, Slywotzky & Tedlow, 1997). The authors note that when the process first begins, two things are occurring: customer needs are evolving and "new competitive options"
are becoming available to them (Shapiro, Slywotzky & Tedlow, 1997). There is what the authors call a "visibility line" in all companies; things taking place below this line remain undetected
by the company, and the beginning of the migration process is well below this line (Shapiro, Slywotzky & Tedlow, 1997). There is a period of time, shown on their chart
as the period from A to B, when the two factors mentioned begin to enable the idea of movement; then the period from B to C is the actual migration
process, which starts small and continues to grow, until it breaks through the line at point C, when it becomes visible to the entire company (Shapiro, Slywotzky & Tedlow, 1997).
By the time everyone sees that the company is losing market share, it is often too late to stop it. Among the industries and companies that have been blindsided by
this phenomenon are automobiles and computers. Ford refused to make cars in any color except black; when consumers demanded colorful vehicles and Ford continued to refuse, GM gobbled up the
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