Competitive advantage through customer service

Of course, true competitive advantage is usually the result of making coordinated innovations on multiple fronts. Through the combination of its iPod and iPhone products with its iTunes business model, Apple created about 70 billion in shareholder value in just three years. Amazon s business model innovation of cutting out the brick-and-mortar store is coupled with service innovations such as 1-Click, Recently Viewed Items, Customer Reviews, and Books You Might Also Like. This is a taste of how these companies have innovated across the board. 

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