The Tide of Commoditization

Christian Dussart

Chapter Chapter 1 in Creative Cost-Benefits Reinvention, 2010, pp 19-42 from Palgrave Macmillan

Abstract: Abstract Greenwald’s statement is clever, glib, and memorable, Michael Schrage comments.1 But is it true? Some manufacturers are still making good money selling toasters and better toast. Commoditization isn’t inescapable, but companies need a specific strategic focus to prevent it from becoming a black hole. Many once-mighty companies now find themselves fighting for their survival in “Me-Too Hell” as fakes and copies are easier when you are dealing with basic commodities, such as toasters; therafter, it is harder to differentiate one brand from another.

Keywords: Business Model; List Price; Disruptive Technology; Brand Community; Basic Commodity (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-11463-0_2

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DOI: 10.1057/9780230114630_2

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