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The conventional wisdom for fighting commoditization advises either cost reduction (without sacrificing margin for share) or increased differentiation (to maintain a higher end competitive position). But there is little advice on how to identify the root cause of commoditization, so that the very source can be eliminated, escaped, or in some cases, even used to advantage.
based on an in-depth study of more than 30 industries, in Beating the Commodity Trap author Richard D'Aveni reveals the three most common patterns that create "commodity traps" deterioration, proliferation, and escalation and offers targeted strategies, beyond cost reduction or continuous differentiation, that companies have used to address these dilemmas successfully.
For each of the three traps, D'Aveni shows how to:
(Each of the three traps - deterioration, proliferation, and escalation - demonstrate different dynamics between falling prices and features/benefits to customers. With a simple diagnostic tool, managers can pinpoint which dynamics are present in their markets and identify the specific source of commoditization)
Supported by a number of examples, this small practical book will give all managers the framework and strate
- Format: Inbunden
- ISBN: 9781422103159
- Språk: Engelska
- Antal sidor: 224
- Utgivningsdatum: 2010-01-01
- Förlag: Harvard Business School Press