Fighting Commoditization: Dimensions, Performance Impact, and Moderators of Marketing Strategy in Commodity Environments

Abstract
It has become increasingly difficult for today’s companies to stand out against competitors. This phenomenon has been labeled commoditization. While few industries remain merely specialty industries, an increasing number of firms find themselves in commodity environments. The controversial question is, however, whether marketing strategy is an effective means to avoid commoditization. A study among 268 marketing executives found specific...
Paper Details
Title
Fighting Commoditization: Dimensions, Performance Impact, and Moderators of Marketing Strategy in Commodity Environments
Published Date
Jan 1, 2015
Pages
211 - 211
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