Beating the commodity magnet

Beating the commodity magnet

This article challenges the conventional belief that product commoditization is inevitable, and accompanied by deteriorating profits. Four generic strategies to avoid commoditization are suggested. The article describes firms that have successfully implemented these strategies.

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Bibliographische Detailangaben
Veröffentlicht in:Industrial marketing management 1992-08, Vol.21 (3), p.215-224
Hauptverfasser: Rangan, V.Kasturi, Bowman, George T.
Format: Artikel
Sprache:eng
Schlagworte:
Commodities
Manycompanies
Market strategy
Product differentiation
Product management
Statistical analysis
Studies
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Beschreibung
Zusammenfassung:This article challenges the conventional belief that product commoditization is inevitable, and accompanied by deteriorating profits. Four generic strategies to avoid commoditization are suggested. The article describes firms that have successfully implemented these strategies.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(92)90018-O