gain competitive advantage. Such as “ The responsible and transparent management of consumers personal data could well be the new battleground for competitive advantage”(Roland, L. 2013). With multiple sale strategies being enforced at once in order gain competitive advantage over rivals, trust starts to decline and consumers don't know whether to trust the people selling them a particular product, or idea as they do not know their intentions. “It is difficult to distinguish between exchange partners that are actually trustworthy and those that only claim to be trustworthy” (Williamson, 1985). Employees, and how the employees make the customer feel, are keys components of Customer value proposition (CVP), as well as competitive advantage. Employees can add value to a company, which then in turn increase their competitive advantage by a range of small, yet highly useful actions. Employers who know what they are selling, and can assist the customer with their queries, can make the customer feel at ease and add high value to a company/firm. A study done by “Buzzell and gale” show that to a customer, the “service” they receive accounts for 14% of the importance as to whether they buy the product or not (Buzzell, 2002). Over time and with multiple sales, the percentage will have a high impact on a firm and then will have a “ripple effect” that will add value to the customer as well. This percentage reinforces the idea that service is a crucial competitive advantage. The company/firm with the best service has higher chance to outsell their competitors and rivals. Whilst employee relations are a key to a successful competitive advantage over rivals, other factors such as reliability, reputation, options, and performance are all crucial customer value propositions. Buzzell and Gales study also show that these factors combined, equate to 59% of what customers deem to be important factors in a purchase (Buzzell, 2002). These particular factors are all factors that do not relate to price or quality. Showing that a company/ firm can generate customer value proposition and competitive advantage over their rivals without having to have the cheapest price, or necessarily the best quality. Balance is crucial in having a product that customers will be happy to pay a reasonable price for, along with the customers feeling safe in their purchase, and feel like once they have brought their product they will get the quality they expected/ or hoped for. Target