Commodity Marketing: An Introduction into Key Concepts and Processes

Margit Enke (), Anja Geigenmüller () and Alexander Leischnig ()
Additional contact information
Margit Enke: TU Bergakademie Freiberg
Anja Geigenmüller: TU Ilmenau
Alexander Leischnig: TU Bergakademie Freiberg

A chapter in Commodity Marketing, 2022, pp 3-20 from Springer

Abstract: Abstract The successful commercialization of commodities and the prevention of possible commoditization of offerings are key tasks of companies in many industries. This article aims to further the understanding of commodity marketing by further illuminating key concepts and processes. In addition, this article discusses different drivers of commoditization, distinguishing between company-related, offering-related, buyer-related and market-related factors. Furthermore, it outlines strategies to prevent or reverse the commoditization of offerings. The article illuminates two types of de-commoditization efforts: price-based and non-price-based approaches. It concludes with a discussion of avenues for further research and implications for management practice.

Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90657-3_1

Ordering information: This item can be ordered from
http://www.springer.com/9783030906573

DOI: 10.1007/978-3-030-90657-3_1

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().