Commoditization-a virulent form of hypercompetition-isdestroying markets, disrupting industries, and shutteringlong-successful firms. Conventional wisdom says the best way tocombat commoditization is differentiation. But differentiation isdifficult and expensive to implement, and keeps you ahead of thepack only temporarily.
In Beating the Commodity Trap, Richard D'Aveni provides aradical new framework for fighting back. Drawing on an in-depthstudy of more than thirty industries, he recommends firstidentifying the commoditization trap you're facing:
-Deterioration: Low-end firms enter with low-cost/low-benefitofferings that attract the mass market-as Zara did to high-endfashion companies.
-Proliferation: Companies develop new combinations of pricepaired with several unique benefits that attack part of anincumbents' market-as Japanese motorcycle makers did toHarley-Davidson.
-Escalation: Players offer more benefits for the same or lowerprice, squeezing everyone's margins-as the iPhone did in mobiledevices.
The author provides a tool for diagnosing your competitiveposition and shows how to strengthen it while also boosting yourpricing power-by destroying the commoditization trap confrontingyou, escaping it, or turning it to your advantage.
Illustrated with a wealth of examples, this concise, practicalguide gives you the framework and tactics you need to battlecommoditization.
【作者简介】
Richard A. D'Aveni is Professor of Strategic Management at theTuck School of Business at Dartmouth College. The Times of Londonnamed him one of the top fifty thinkers in management. He is theauthor of numerous books, including Hypercompetition, and articlesfor publications including Harvard Business Review, Wall StreetJournal, and CNN.com.
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