To maintain its technological edge and high profit margins, however, it must balance low-cost manufacturing abroad with the high-tech precision it achieves in Japan.
Today those egos are badly bruised and, in line with trends elsewhere, it is low-cost airlines that are taking an increasing share of the market.
He told BBC Wales the airport's transformation in the decade from 1997 came because it found a niche in the market with low cost airlines and was able to offer passengers something different from its nearby competitor, the much bigger Manchester Airport.
It also entered into a joint venture with the leading low cost carrier in Asia, AirAsia.
That sums up Christopher Brereton, co-founder of PictureHealing, a Santa Monica-based company with a low-cost do-it-yourself mobile app builder for nonprofits.
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Going forward, it may be even tougher for them to compete with low-cost capital from China.
Rather, it is offering a low-cost cloud service, with reliability that is not great but good enough for most users.
The company in October will launch a hybrid voice-over-Internet Protocol (VoIP) service that it says combines the low cost of Internet phone calls with the reliability of traditional phone lines.
Low cost lending can substantially reduce the cost of a clean energy project, making it cost competitive with fossil fuel generation or close to cost competitive and thus requiring much lower subsidies.
There are however examples of success like Spanx and if you have an excellent idea the time it takes to succeed has been shortened significant with such a low cost promotional channel.
As for A123, it also struggled with quality-control problems and competition from low-cost producers in Asia.
After we get done with it, there will hopefully be a new definition of low-cost.
Southwest's strong balance sheet leaves it with plenty of leeway to nudge up fares while leaving its low-cost model intact.
It has also reportedly paired up with Android and HTC, which suggests low-cost phones.
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The first takes a low-cost, total market index fund and augmenting it with a value index fund as desired.
So just like with wines, a great office can be had at low cost with the care, attention and time to make it so.
Gateway, the low-cost computer maker that competes with Dell, has already said it expected lower than expected sales in the fourth quarter of the year.
In January Tilton proposed to split off a big chunk of the carrier later this year and turn it into a low-cost airline, rumored to be named Starfish, that could compete with JetBlue and Southwest.
It may even cause insurers to get better at designing low-cost provider networks to avoid interacting with the Feds.
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Disruptive innovation was unleashed with the ecosystem of the Silicon Valley behind it to deliver educational content in a high scale, low cost model while providing a deeply interactive experience to learners akin to one-on-one tutoring.
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The department has already done some field testing with the system, trying it out at the Vancouver General Hospital and bringing it to Uganda, where low cost medical devices and Journey spoofs are in high demand.
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Fully equipped for serious research, it unleashes the potential of low-cost innovation in a field that, until now, has been associated with high costs and long development cycles.
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He said Cardiff could not compete on a like-for-like basis with Bristol, which was a much bigger airport with two low-cost airlines based there, but needed to focus on "niche opportunities" that it could make work.
Low cost improvements can include replacing incandescent lights with CFL or LED alternatives, master switches to make it easier to switch off appliances at night, energy monitoring to make it easier to identify waste, draft proofing, and using plants or shade-cloth to keep the summer sun off your home.
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