MBA (General) - IV Semester, Information Technology and E-Business, Unit 3.2
Building Fit and Reinforcement Among the 7Cs
In the previous section, the basic overview of each of the 7Cs is provided. However, the success of a particular business such as Landsend.com depends on the extent that all of the Cs work together to support the value proposition and business model.
Building Fit and Reinforcement Among the 7Cs
In the previous section, the basic overview of
each of the 7Cs is provided. However, the success of a particular business such
as Landsend.com depends on the extent that all of the Cs work together to
support the value proposition and business model. Two concepts—fit and
reinforcement—are particularly helpful in explaining how it is possible to gain
synergy among the 7Cs. Fit refers to
the extent to which each of the 7Cs individually supports the business model.
Reinforcement refers to the degree of consistency between each of the Cs.
Consider, once again, Landsend.com. It largely
targets the middle-class consumer, with its traditionally designed clothing,
great service, and moderate prices. The content of the site “fits” this value
proposition by providing mainstream and conservative fashion. Its innovative
live chat “fits” the moderate pricing strategy.
With respect to reinforcement—the aesthetic context of the site—the Lands’ End site
works well. The site’s picture of a smiling customer-service representative,
light-blue tones, and soft-sell approach helps to focus the customer on the
ease of product searches and navigation and on the clean and clear visual
displays of clothing. The elements of context, content, customization, and
commerce all work well together to provide a clear, reinforcing statement of
the value proposition.
