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Beating the Commodity Magnet
內容大綱
All markets follow a cycle of growth and maturity, then commoditization and decline. This note argues that while commoditization of an industry may seem inevitable, the better managed firms find a way to make money in the commodity cycle. These firms know how and when to differentiate their products through innovation, service, and customer partnerships; and how and when to offer a "no-frills" product, and seek cost leadership. Four such strategic options are detailed and discussed. A rewritten version of an earlier note.