Issue Delivering value becomes a recurring obligation rather than a one-time repositioning

Summary

McKinsey closes its chapter on resourceful consumers with a simple but demanding conclusion about value. Offering good value, it argues, cannot be achieved through a single strategic repositioning. Instead, companies must keep improving what they give customers relative to what they charge, and they must do so every year. The pressure comes from discount competitors raising standards and from consumers who judge products on durability, versatility and resale potential. This turns value from a one-off marketing stance into an ongoing operational obligation. It also sets up the report's closing argument that value has become a core management priority.