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Order Winning, Order Qualifying and Order Losing Criteria
Hill (1993) introduced the idea that as well as order winning criteria (OWC), there is also order qualifying criteria (OQC), this differentiation is made in order to understand how an organisation's products and services compete in the market place. Coyne (2000) argues that for competitive advantage, customers must perceive a difference between a company's product or service and those of its competitors and that the difference must occur in one or more of the customer's key buying criteria.
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