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Step 3: Choose a Focus

Although adopting new technology can enable firms to excel, it can also disable firms that don't concentrate on its best use. Market leaders use three types of e-business designs to narrow their focus and to retain market leadership, knowing that few organizations can do many things well. No visionary company shines in every dimension of business cost, quality, price, convenience, and ease of use. Amazon.com, for instance, doesn't ship books any faster or more conveniently than anyone else does. Dell is not the cheapest computer online. Charles Schwab doesn't offer better online trading than its competitors. Rather, these companies thrive because they provide intrinsic, narrowly focused value that their customers care about.

In order to narrow its circle of competence, a successful firm chooses one of the following types of focused excellence:


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