Discovering New Points of Differentiation  

Oleh:

McMillan, Ian C. ; McGrath, Rita Gunther

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review vol. 75 no. 4 (1997), page 133-145.
Topik: PRODUCT DIFFERENTIATION; creativity; marketing strategy; product design; product development; product management; product positioning

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Most profitable strategies are built on differentiation : offering customers something they value that competitors don't have. But most companies concentrate only on their products or services. In fact, a company can differentiate itself at every point where it comes in contact with its customers - from the moment customers realize they need a product to service to the time when they dispose of it. The authors believe that if companies open up their thinking to their customers' entire experience with a product or service - the consumption chain - they can uncover opportunities to position their offerings in ways that neither they nor their competitors thought possible. The authors show how even a mundane product such as candles can be successfully differentiated. By analyzing its customers' experiences and exploring various options, Blyth Industries, for example, has grown from a $2 million U. S. candle manufacturer into a global candle and accessory business with nearly $500 million in sales and a market value of $1.2 billion.

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