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| Author: | Blois, K. J. |
| Title: | Product augmentation and competitive advantage. *MCDONALD'S RESTAURANTS |
| Journal: | Journal of General Management
1991 : SPRING, VOL. 16:3, p. 29-38 |
| Index terms: | PRODUCT IMAGE PRODUCT DIFFERENTIATION COMPETITIVENESS |
| Language: | eng |
| Abstract: | When a market reaches maturity, the major challenge for each firm in the market is to find ways to differentiate its products. The need to do this arises from the fact that by this stage the competitors' products have similar, if not identical, specifications and are produced by similar processes. Although the product specifications may be different, few consumers are able to perceive the differences. Firms often follow the process of augmenting their products. But maintaining the firm's competitive advantage in these circumstances can be very difficult. |
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