The value of competitive differentiation enables those with the differentiation to participate while effectively locking out those without it. Sustainable differentiation means the competitive advantage endures, assuming you leverage the early gains into other areas of competitive advantage. Digital value propositions focused on print deliver short-term competitive advantage. Digital value propositions focused on upstream and downstream process advantages-internally and externally-create sustainable competitive advantage. If you participate in high-end graphics corrugated, you may not desire to be the first to enter, but can you really afford to be late?
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