Gem X is an exclusive social club for jewelry enthusiasts and connoisseurs. It was founded in New York City in 2017 and has since expanded to become a global community of friends, mentors and collaborators. Its website states, With a wide network ranging from designers, gemologists, curators, art historians and collectors, our members share in expert jewelry knowledge and behind-the-scenes experiences. Gem X charges a higher price for its jewelry and has a rigorous quality control process to ensure the social responsibility of its jewelry suppliers. What strategy is Gem X using to deliver superior value to customers?

Question 24Select one:

a. incorporating intangible features

b. lowering the buyer's overall cost

c. incorporating tangible features

d. leveraging its power over suppliers

e. signalling value by targeting sophisticated buyers