Is your product a high-end offering or are you a bargain brand? Do you sell to women or men? Is your warranty a major selling point? These are examples of ways companies position their products or ...

An inability to connect with customers is a big part of the problem for companies that find themselves lost in the undifferentiated middle. In a PwC consumer survey (pdf), 73 percent of respondents ...

Companies use product differentiation, also known as positioning, to set their brands apart from the competition. For a small business, skillful differentiation can create a market niche without ...

Discover what parity products are, how they work in competitive markets, and examples like smartphones that highlight differences and competitive strategies.

In today’s highly competitive business environment, differentiation is often critical to success. For many leaders, it tops the list of concerns: Nearly 40% of CEOs surveyed for the University of ...

All sorts of products, from metal stampings to computers to silicon chips, are reaching commodity-like status. And the more similar they are to commodities, the less value products have to the ...