Shifting the fair market value line higher is difficult, because it generally takes more than just some new product features. Companies have to be able to increase the brand appeal or create a value segment that has a higher willingness to pay. If the company can do that with the new copper mugs, they may be able to shift the value line.
Your company produces metal kitchenware. How would you be able to move the fair market value line higher when you introduce copper mugs into your barware line?
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