Fighting Commoditization
In highly commoditized industries like trucking, for example, where the basic need is to haul products from Point A to B, why wouldn’t a manufacturer select the vendor who comes in at the lowest price?
In today's globally competitive, data-saturated world, where consumers have instant access to consumer reviews, product information and competitive pricing; where imitators can easily duplicate innovators; and where there is more competition every day, merely trying to meet a need is not enough to differentiate your product or service.
[Published: May 2007]
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