HP has been able to distinguish itself, despite the increasingly pluralistic industry structure, to stress its ability to provide helpful advice to home customers and small and medium size businesses, thus enhancing its differentiation in the industry, and creating a friendly yet professional image for itself in the minds of consumers. This makes consumers specifically look for HP products, rather than relying on middleperson's advice, and other aspects of the value chain that increases cost and necessitates more advertising dollars to be spent on the part of the company.

The superiority of its support services for current users and its alliance with wireless services such as Noika have enabled it to create new business networks and enhance its competitive scope and advantage in the technology industry. HP has made a commitment to technical innovation in transforming the products sold, by making products cheaper for the consumer and more common by...
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