Differentiation


The concept reviews differentiation as a marketing strategy used by companies to distinguish its product from similar offerings on the market. It describes success factors, limitation and implementation steps, as well as the most important evidence on its commercial use.

Technique Overview

Differentiation

Differentiation Definition

Differentiation entails the development of unique benefits or attributes in a product or service that positions it to appear valuable, especially to a part (segment) of the total market (Lynch, 2006: 807).

Differentiation Description *

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Business Evidence

Strengths, weaknesses and examples of Differentiation *

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Business Application

Implementation, success factors and measures of Differentiation *

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Professional Tools

Differentiation videos and downloads *

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Further Reading

Differentiation web and print resources *

Differentiation references (4 of up to 20) *

  • Ailawadi, K.L., Lehmann, D.R. and Neslin, S.A. (2003) Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing, Vol. 67, pp. 1-17, October.
  • Drummond, G., Ensor, J. and Ashford, R. (2008) Strategic Marketing: Planning and Control. Butterworth-Heinemann, Oxford, UK.
  • Grant, R.M. (2005) Contemporary Strategy Analysis. Blackwell Publishing, Oxford, UK.
  • Ibis Associates (2010) Competitive Analysis. [Online] Available at: http://www.ibisassoc.co.uk/competitive-analysis.htm.

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