Commoditization-a virulent form of hypercompetition-is
destroying markets, disrupting industries, and shuttering
long-successful firms. Conventional wisdom says the best way to
combat commoditization is differentiation. But differentiation is
difficult and expensive to implement, and keeps you ahead of the
pack only temporarily.
In Beating the Commodity Trap, Richard D''Aveni provides a
radical new framework for fighting back. Drawing on an in-depth
study of more than thirty industries, he recommends first
identifying the commoditization trap you''re facing:
-Deterioration: Low-end firms enter with low-costlow-benefit
offerings that attract the mass market-as Zara did to high-end
fashion companies.
-Proliferation: Companies develop new combinations of price
paired with several unique benefits that attack part of an
incumbents'' market-as Japanese motorcycle makers did to
Harley-Davidson.
-Escalation: Players offer more benefits for the same or lower
price, squeezing everyone''s margins-as the iPhone did in mobile
devices.
The author provides a tool for diagnosing your competitive
position and shows how to strengthen it while also boosting your
pricing power-by destroying the commoditization trap confronting
you, escaping it, or turning it to your advantage.
Illustrated with a wealth of examples, this concise, practical
guide gives you the framework and tactics you need to battle
commoditization.
關於作者：
Richard A. D''Aveni is Professor of Strategic Management at the
Tuck School of Business at Dartmouth College. The Times of London
named him one of the top fifty thinkers in management. He is the
author of numerous books, including Hypercompetition, and articles
for publications including Harvard Business Review, Wall Street
Journal, and CNN.com.
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