This is something that we do not understand well enough. The benefits of customization are not only benefits from relationships they bring, but more directly, the greater ease of harvest Consumer surplus, The difference between a price they are willing to pay and that they actually pay.

It is perfectly possible to exploit this surplus without using large databases and computational scientists, it is sufficient to vary the offer, constantly altering, the offer prices that vary by season hours, the mood of the moment. Long live the promotion! You can play the self-selection of self-service, or use all the forces of our knowledge to anticipate the desires, the principle remains the same: the firm that adjusts better than another’s ability to offer different prices and suitable reaping higher margins, greater market power, the power to extend the cost spectrum its offerings.

In this competition, it does not offer the best product, nor even the most secure relationships, no consumer chooses, even if the sum of their decisions made a difference. This competition takes place both in the value offered in the costs that give access. It is an obsessive search for the finer adjustments. It can accumulate through many small improvements in margins will weigh on profits.

One can find the argument of the long tail, which incorporates the idea of marginal costs near zero, those who once supported infrastructure, product markets gaps may produce as much income as the marks major. When individually at the end needs, there are resources that have not others.

The nature of this competition is rooted in the mastery of knowledge: the produce, select, structure and implement it. Firms such as marathon runners do not win the race by their tactical intelligence, but their concentration, finding in themselves the strength to move forward on a more sustained and clear the collar of pain.

Firms that focus their customers have an advantage, but this advantage is not unique, and databases have also introduced the very old idea of the economy, that of price discrimination. Let the simple surprises, if markets were what we say, the information age has probably accelerated the path to equilibrium, so that we are witnessing the eruption cloud of price equilibria clouds. The markets are built in the apparatus of measurement.

What economic theory does not necessarily expected is that the digital era is the one permanently dispersed markets. The information technology erodes common categories volatilized standards, sprayed repositories. When thefarmer Picard contractualizes with McCain, to produce potatoes for fries in 9997, the state of competition no longer the result of possible substitutions, but through the relationship to produce a trade so advantageous that the benefit of the farmer can meet the income he produced.

And we are strongly tempted to believe that competitive advantage comes not just from the differentiation of supply, quality of the relationship, but this dynamic ability to exploit our own resources. Firms modern juggling with millions of contracts.