The maker of sophisticated medical equipment had reached a "plateau" in its efforts to boost customer service and optimize costly inventory within its global operation. Then it found a way to climb higher.

High-tech firms have had to deal with volatile demand as consumers preferences have rapidly changed in view of innovative products and services. Market velocity is so high in this sector that products and entire companies can go from "high flier" to "crash and burn" very quickly. Even leading companies with strong brands have to continue to develop revolutionary products and new business models to stay relevant.

Have you ever bought something where price wasn't the deciding factor? A cup of coffee because it tastes better, perhaps? Or maybe a pricier mechanic's services because you trust him? Purchasing decisions in our lives aren't black and white, and they shouldn't be in corporate purchasing departments either.