Any firm needs to choose one of these value disciplines to perform consistently.
Operating Excellence: It is approach in which companies try to provide best services at lowest possible cost with minimum problems to the customers. It uses efficient technology and process improvements to provide cost effective services to its customers.
Product Leadership: Using these discipline customers can get the best and most valuable product or services available in the market. It focuses on innovation, development and higher margin on products.
Customer Intimacy: It focuses on creating high customer attention and satisfaction on product and services. Companies try to provide full range of services in which all the customer needs are catered. This includes services on demand and customized products suiting each customer.
One thing should be noted is company can excel in one discipline but should not leave other two untouched. It should at least have little focus on these two disciplines.