How Market Leaders Keep Their Edge Research finds that there are three methods with which big companies keep their advantages, and researchers name them three different value disciplines. 1. Discipline of 1 Excellence: 1. _____ The company wins through cost. These companies usually try to provide customers with 2 and 2. _____ easy service, or both. They may also try their best to cut cost. Price/Costco is an example. 2. Discipline of Product 3 : 3. _____ This kind of companies usually win with product. These companies attract customers mainly by continuously 4 their product or services. 4. _____ In order to achieve this purpose, they have to challenge themselves in three ways: a. They must be 5 ; 5. _____ b. They must commercialize their 6 quickly; 6. _____ c. They must keep 7 7. _____ 3. Discipline of Customer Intimacy: Companies of this kind mainly win with intimate 8 8. _____ Intimate customer relation is like the relation between close neighbours. These companies usually try to provide what a particular customer wants rather than what the 9 wants in general. 9. _____ These companies regard it important to understand customers and their need. 10 is the greatest assets to these companies. What they value is 10. _____ not instant profit, but relationships. Cable & Wireless is an example of this type of companies.