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A strategic position is not sustainable unless there are trade-offs with other positions. Trade-offs occur when activities are incompatible. A trade-off means that more of one thing necessitates less of another. For example, IKEA's value proposition is to provide good design and function at a low price. Its target customer is what IKEA calls the person "with a thin wallet." In choosing its particular kind of value and the activities needed to deliver it, IKEA has accepted a set of limits: it does not meet all the needs of all customers.
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