12.The appeal to Treacy & Wiersema’s value-discipline framework is that it defines marketing strategy in terms of the single-minded pursuit of delivering superior value to customers, with each value discipline defining a specific way to build lasting relationships. Which of the following statements about Treacy & Wiersema’s value-discipline framework is most accurate?
1.A company should decide on a single value discipline and focus on being the best at it.
2.Among the three value disciplines, operational excellence and customer intimacy are the most synergistic as FedEx has proven by excelling at both.
3.Companies should simultaneously pursue more than one value discipline because the value disciplines are synergistic and readily operationalizable.
4.Successful companies know to focus on a single value discipline, but to meet industry standards on the other two.
5.The value of Treacy & Wiersema’s framework is that it is complementary to Porter’s generic competitive strategies because operational excellence maps to overall cost leadership, product leadership maps to differentiation, and customer intimacy maps to focus.
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