The Optum division allows the company to offer a diversified service offering, thus differentiating itself from its competitors, which include Wellpoint and Aetna.

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Okta is seeking to displace older identity management services offered by companies like CA and Oracle, differentiating by building its entire service in the cloud from the start.

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He says that they can help deliver a superior level of customer service, strengthening the carrier's brand image and differentiating them from competitors flying similar routes.

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But big chains like Safeway and Kroger have raised their share prices sharply over the past year by differentiating themselves from the competition--sprucing up stores, improving service and focusing on a relatively small number of exclusive brands that research shows are most favored by customers.

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