Order Winners & Order Qualifiers
Order winners are "those competitive characteristics that cause a firm's customers to choose that firm's goods and services over those of its competitors. Order winners can be considered to be competitive advantages for the firm. Order winners usually focus on one rarely more than two) of the following strategic initiatives: price/cost, quality, delivery speed, delivery reliability, product design, flexibility, after-market service, and image." (APICS Dictionary 2008).
Order qualifiers are "those competitive characteristics taht a firm must exhibit to be a viable competitor in the marketplace." (APICS Dictionary 2008)