What do order qualifiers and order winners typically do over time?

Order qualifiers and order winners are essential concepts in operations management that influence how a company competes in the market. Order qualifiers refer to the minimum standards that a product or service must meet for a customer to consider it in the purchasing process, while order winners are the features or characteristics that differentiate a product or service from competitors and ultimately sway the customer's buying decision.

Over time, these factors change due to various external influences such as evolving customer preferences, advancements in technology, competitive actions, and shifts in market dynamics. For example, what qualifies as an order winner today might become a standard requirement in the future as competitors adopt similar strategies. As market conditions and consumer expectations evolve, companies must adapt by modifying their order qualifiers and order winners to maintain competitiveness.

This dynamic nature is essential for businesses to thrive in ever-changing markets. Thus, recognizing that order qualifiers and order winners are not static but rather subject to change emphasizes the need for continuous market analysis and adaptation in operations management strategies.