Treacy & Wiersema Value Discipline

According to Treacy and Wiersema, there are three different value discipline strategies that organizations can implement in order to create added value and distinctive character relative to its competitors. This Value Position is where an organization will always excel.

Customer intimacy

Customer intimacy encompasses customer service and customer attention. To excel, a business must -wherever possible- personalize customer service. It must also develop a range of customizable products that meet different customer needs in great detail.

Product leadership

Product leadership means that a business offers products that are market leaders. This often requires a large investment in research and development, but the rewards are obvious. Leadership is easier said than done. It requires creative thinking and a rapid commercialization process to beat the competition. Products must also be continually updated to avoid obsolescence.

Operational excellence

In the context of the Value Disciplines Model, operational excellence means a focus on price and convenience. This means that a business should focus on removing common barriers that prevent a consumer from making a buying decision.