- Let T be the [[Technology Portfolio]] vector of [[specialist]].
- Customers cannot directly observe t
- Comprehension issues
- Differences in values
- Customer observes O = f(T) multiplied by the Presentation function f
- The inner product of this observation and the customer’s values vector V is the customer’s perceived value C
- f can be changed to suit the customer.
- This translation capability raises the expectation of value perceived by the customer.
see Traders, translators, interpreters
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