Toward an understanding of industry commoditization: Its nature and role in evolving marketing competition

This paper aims to improve current knowledge on the commoditization of industries, a unique phenomenon of evolving marketing competition characterized by increasing homogeneity of products, higher price sensitivity among customers, lower switching costs, and greater industry stability. As commoditiz...

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Veröffentlicht in:	International journal of research in marketing 2010-06, Vol.27 (2), p.188-197
Hauptverfasser:	Reimann, Martin, Schilke, Oliver, Thomas, Jacquelyn S.
Format:	Artikel
Sprache:	eng
Schlagworte:	Competition Consumer behavior Market strategy Marketing Marketing management Marketing strategy Studies Survey research
Online-Zugang:	Volltext
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