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The Tide of Commoditization

In: Creative Cost-Benefits Reinvention

Author

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  • Christian Dussart

Abstract

Greenwald’s statement is clever, glib, and memorable, Michael Schrage comments.1 But is it true? Some manufacturers are still making good money selling toasters and better toast. Commoditization isn’t inescapable, but companies need a specific strategic focus to prevent it from becoming a black hole. Many once-mighty companies now find themselves fighting for their survival in “Me-Too Hell” as fakes and copies are easier when you are dealing with basic commodities, such as toasters; therafter, it is harder to differentiate one brand from another.

Suggested Citation

  • Christian Dussart, 2010. "The Tide of Commoditization," Palgrave Macmillan Books, in: Creative Cost-Benefits Reinvention, chapter 0, pages 19-42, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-11463-0_2
    DOI: 10.1057/9780230114630_2
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