Winning the race for value. While the metaphor of crossing the finish line first is simple enough, the concept of "value" is considerably more illusive. Yet value is one of the most important factors in determining if your company will thrive - or even survive - in a world of radical economic changes. Winning the Race for Value points you toward the best path for ensuring success.This provocative book reveals how two seismic forces - the emergence of global markets and the knowledge revolution - are changing what customers want and how companies meet their needs. This affects products, services, and even entire industries. What customers considered valuable in 1985 was obsolete by 1995. And what constitutes value today may radically differ ten years from now.The key, then, is to project what customers in your industry will conceive of as value, then take that information to move with value, rather than against it. If you can do this, you will reap the rewards of an "Age of Abundance," as the authors envision an era that is creating boundless opportunity for those who can compete in the new economy. Read Less