Where customer strategic value will be increased by combining products and/or services from a building supplier, the supplier that organises so as to recognise and adjust to the customer strategic needs by offering an optimal package, will be able to bid a higher price, competitors not combining their offerings in such a way, and yet offering similar strategic value to the customer and record a similar probability of success i.e. the integrated builder will make a higher expected profit.
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A firm that is organised around disciplinary lines, will realise less profit from jobs thatn one organised around markets.
i.e. A disciplinary firm will tend towards commodity work, and treat most of its work as such. A market firm will treat its markets as a change to add value and thus can command a higher premium..
