Albuquerque Independent Business Alliance

Or, as I advise clients - live by price, die by price.  (And, if you've got truly big competitors, they can - and will - take a loss for a bit to get the customers...and you'll be out of business.)

My blogging buddy, Michele Miller, recently did an excellent job at explaining the difference between value and cost - particularly when marketing to women. Why Your Focus on Low, Low Prices Could Be Killing Your Business.   As she explains, VALUE is simply "perceived value vs. "actual price." 

Of course, I'm prejudiced - but I believe that locally-owned businesses can almost always out-value corporate chains IF they don't get trapped into thinking it's all about price. (not-so-litte things like answering the phone and greeting people when they come into the store.)