Success through Differentiation in the High-Tech Industry

Many high-tech companies have found that their markets are polarizing. Some customers expect high-quality interactions with their suppliers, while others want cost-efficient and standardized transactions. However, many companies are unable to strike a proper balance in this respect and end up with convoluted go-to-market models. In short, many companies are stuck in the middle. We conducted a survey among 250 global high-tech companies to examine this issue and find that the dilemma can be solved by implementing and coordinating differentiated go-to-market models.