And what it involves is placing a value, usually a dollar value, to stand for utility on the costs and the benefits of various proposals.

其做法包括，作出估价，通常是估计出金额，来代表功利,即分别列出成本，和各项收益的金额。

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Companies that open blue oceans with defensible solutions and can ride the wave rather than selling out too early are the ones that stand to capture the lion share of value creation.

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Kotick rattled off various factors he says make the "Call of Duty" franchise stand out from competitors -- "production value, the level of polish, " that "no detail gets left unaltered, " he said.

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Brands that stand for something find themselves less in need of creating value through price reduction.

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