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Beating the Commodity Trap
By:Richard Anthony D'Aveni
Published on 2010-01-12 by Harvard Business Press
Commoditization-a virulent form of hypercompetition-is destroying markets, disrupting industries, and shuttering long-successful firms. Conventional wisdom says the best way to combat commoditization is differentiation. But differentiation is difficult and expensive to implement, and keeps you ahead of the pack only temporarily. In Beating the Commodity Trap, Richard D'Aveni provides a radical new framework for fighting back. Drawing on an in-depth study of more than thirty industries, he recommends first identifying the commoditization trap you're facing: -Deterioration: Low-end firms enter with low-cost/low-benefit offerings that attract the mass market-as Zara did to high-end fashion companies. -Proliferation: Companies develop new combinations of price paired with several unique benefits that attack part of an incumbents' market-as Japanese motorcycle makers did to Harley-Davidson. -Escalation: Players offer more benefits for the same or lower price, squeezing everyone's margins-as the iPhone did in mobile devices. The author provides a tool for diagnosing your competitive position and shows how to strengthen it while also boosting your pricing power-by destroying the commoditization trap confronting you, escaping it, or turning it to your advantage. Illustrated with a wealth of examples, this concise, practical guide gives you the framework and tactics you need to battle commoditization.
This Book was ranked at 31 by Google Books for keyword Commodity.
Book ID of Beating the Commodity Trap's Books is MuEGJZ2lcOcC, Book which was written byRichard Anthony D'Avenihave ETAG "OMGyIxU5h44"
Book which was published by Harvard Business Press since 2010-01-12 have ISBNs, ISBN 13 Code is 9781422156162 and ISBN 10 Code is 1422156168
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