Chapter 5: Difference
Western medicine has become general. New hospitals, like old hospitals, incorporate the lessons of biomedical research. Difference is more often marginal changes in the same universal drill than it is a revolutionary new departure that transforms monopolistic competition into a walled-in local monopoly. Yet difference it is nonetheless and it is a powerful selling point. Youngman, welcoming the many in the one, advises new suppliers that they should not make the mistake of assuming that one size fits all: ëIf you want to fail, market to everyone the same way with every treatment and concentrate on price. If you want to succeed, select niches and specific markets within individual countries and find out what their buying triggers areí (Youngman, 2012). This chapter is about the many in the one. Section 5.1, ëThe right pondí, is concerned with selecting the niche and capturing the triggers. Section 5.2, ëLocationí, says that sometimes the stock in trade will be no more than a convenient spot at a crossroads bottleneck. Section 5.3, ëCultural communityí, argues that a shared lifestyle and a common world-view are themselves business assets that deliver a head-start advantage. Section 5.4, ëThe trade in body partsí and section 5.5, ëThe trade in birthsí, say that sometimes the most lucrative pond will be out of bounds because morally it is taboo.
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