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.