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How to Avoid Commoditization |  | Authors: Clayton M. Christensen, Michael E. Raynor
Publisher: Harvard Business School Press
Category: Book
Buy New: $6.95
as of 9/9/2010 07:52 CDT details
Seller: Amazon.com
Sales Rank: 2008629
Format: Download: PDF
Media: Digital
Pages: 29
Publication Date: September 3, 2003
Availability: Available for download now
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Product Description
What causes commoditization, and is it the inevitable fate of all companies in competitive markets? Many executives believe that commoditization is the inevitable end-result, no matter how innovative their companies are. The purpose of this chapter is to help managers understand the reciprocal relationship between commoditization and de-commoditization so they can detect when and where they are beginning to happen. If managers understand how these processes work, they can steer their companies to where the money will be, not to profitable business models of the past.
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