6.4 Customers lost to the same Business Orientation
To satisfy the same needs within one Business Orientation customers chose
a) between similar offers: for instance, this is the choice between two Expert dentists, between similar Products of rival car makers, between the similar Self-Services of competitive bricks-and-mortar supermarkets, between coffee from Brazil or Columbia etc.
b) between different offers: this could be the choice between an allopathic and a homeopathic doctor, between a LCD and a plasma TV, between the Self-Service of a bricks-and-mortar and an internet bookstore, between cotton and wool etc.
Some customers’ losses which are due to the new different choice may result in a paradigm change:
The paradigm change within one Business Orientation is usually due to the pressure of technological and organizational progress. This is the case when electric cars replace fuel cars or when metals replaced flint to make tools etc.
