What are characteristics of an organization's goods or services that cause it to be perceived as better than the competition?

The correct choice is indeed the term that describes characteristics of an organization’s goods or services that set them apart as superior compared to competition: order winners. Order winners are specific attributes or features that not only meet the customer’s needs but also give the organization a competitive edge. These could include factors such as innovative design, superior quality, advanced technology, exceptional customer service, or any other distinguishing trait that makes customers prefer one offering over another.

Order winners are critical in driving customer choice and influencing purchasing decisions. They create a strong value proposition that connects with the target market, helping the organization to stand out in a crowded marketplace. Essentially, while many organizations might meet similar baseline performance standards (often referred to as order qualifiers), those unique aspects that are seen as particularly compelling or beneficial define them as order winners.

By focusing on enhancing these order-winning characteristics, organizations can improve their market position and achieve better financial outcomes.