The Revenue Potential of Product Differentiation: Empirical Evidence From the Croatian Restaurant Industry

The ultimate goal of strategic decision making in restaurants is to realize sustainable profits. To achieve this objective, managers must devise ways to create and capture value. Apart from actions to reduce production costs, to lower consumer transaction costs, or to introduce new products or services, the most promising strategy is to increase product demand by vertical and/or horizontal differentiation (i.e., by making the product...