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

Volume: 27, Issue: 2, Pages: 188 - 197
Published: Jun 1, 2010
Abstract
null null 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 commoditization is relevant to an ever-greater number of diverse industries, this research addresses two main questions: (1) How can managers assess...
Paper Details
Title
Toward an understanding of industry commoditization: Its nature and role in evolving marketing competition
Published Date
Jun 1, 2010
Volume
27
Issue
2
Pages
188 - 197
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