Non-price-related de-commoditization: an exploratory study in the refractories industry
De-Commoditization strategies have received only limited attention in the literature. Referring to non-price-related de-commoditization, differentiation can occur on the basis of superior products and services as well as on the basis of superior customer relationships. However, knowledge on the exte...
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| Veröffentlicht in: | Commodity marketing |
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| Format: | UnknownFormat |
| Sprache: | eng |
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2022
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Tag hinzufügen | Zusammenfassung: | De-Commoditization strategies have received only limited attention in the literature. Referring to non-price-related de-commoditization, differentiation can occur on the basis of superior products and services as well as on the basis of superior customer relationships. However, knowledge on the extent to which these two strategies are applicable to commodity suppliers and how an integration of these strategies can contribute to an effective de-commoditization is still scant. Based on a literature review and a qualitative study in the refractories industry, this article identifies approaches to de-commoditization, ways of implementation, as well as internal and external prerequisites. |
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| ISBN: | 9783030906566 |