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Whether Bright Horizon's position in the market was serendipitous, intuitive, or ingenious, there's little doubt that Porter's factors have a role in interpreting the reasons for its success.
In formulating their strategy, Brown and Mason sought to redefine who the customer was. The daycare industry was a commodity business that competed vigorously for the approval of parents. As with most commodities, the selling proposition hinged upon price and convenience. By looking across the chain of buyers, Brown and Mason recognized an interested group to whom they could deliver value, and to whom none of their competitors were focusing their energies: the employers...
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