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should a firm change its positioning depending on the market? What are the potential advantages and disadvantages of doing this?

should a firm change its positioning depending on the market? What are the potential advantages and disadvantages of doing this?
Some companies have traditionally been known for their excellence in tangibles, e.g., Xerox in copiers, IBM in computers, who now describe themselves as primarily service companies. Do you agree? What does it take for a company to declare itself as a service organization (e.g., a percentage of business, a certain strategy or mission)? What would it take for you to believe such a claim ?

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