if a company's offer delivers greater value by exceeding the competitor's offer on important attributes, the company can charge a higher price and , or it can charge the same price and . if a company's offer delivers greater value by exceeding the competitor's offer on important attributes, the company can charge a higher price and , or it can charge the same price and . earn higher profits; lose profits earn lower profits; gain higher profits lose profits; gain more market share earn higher profits; gain more market share lose profits; gain higher profits