Value-Oriented Strategy Pitfalls Planning value with Only A Price Perspective Providing Value-Enhancing Services Customers Don't Want or Now Willing to Pay Competing in the Wrong Value/Price Segment Believing Augmented Elements Alone Create Value Paying Lip Service to Customer Service• Planning Value with Only A Price Perspective • Providing Value-Enhancing Services Customers Don’t Want or Now Willing to Pay • Competing in the Wrong Value/Price Segment • Believing Augmented Elements Alone Create Value • Paying Lip Service to Customer Service