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MKT.9:3 - Forces
| Tension | What the practitioner must preserve |
|---|
| More information can improve a choice; collection has cost and limits. | The attributes and permissions needed for this decision. |
| Standard variants are economical; customers differ. | The differences that a shared variant can tolerate and those requiring another contribution. |
| A combination can be attractive; its work can be incompatible. | Capability, timing, access and combined resource demand. |
| Automated selection can be fast; its grounds can be wrong or stale. | A qualified selection rule, its limits and a correction path. |
| A provider can suggest a useful option; the customer chooses. | The reason, material conditions and effective refusal. |