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| Author: | Reimann, M. Schilke, O. Thomas, J. S. |
| Title: | Toward an understanding of industry commoditization: Its nature and role in evolving marketing competition |
| Journal: | International Journal of Research in Marketing
2010 : JUN, VOL. 27:2, p. 188-197 |
| Index terms: | marketing strategy surveys industries |
| Freeterms: | commoditization |
| Language: | eng |
| Abstract: | The study aims to improve current knowledge on the commoditization of industries. Two main questions are addressed: 1) How can managers assess their industry's level of commoditization to be better informed about the firm's competitive environment? and 2) How does the level of commoditization in an industry affect the effectiveness of marketing strategies? The results reveal significant differences between high and low commodity markets in terms of the impact of three different strategic orientations on firm performance. Results indicate that commoditization assessment may become a vital part of a firm's strategic efforts to address evolving marketing competition. |
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