Is your product a high-end offering or are you a bargain brand? Do you sell to women or men? Is your warranty a major selling point? These are examples of ways companies position their products or ...

An inability to connect with customers is a big part of the problem for companies that find themselves lost in the undifferentiated middle. In a PwC consumer survey (pdf), 73 percent of respondents ...

Starting a new business and getting initial clients is a struggle for just about every entrepreneur. However, there comes a time in almost every enterprise when leaders realize that something has to ...

Discover what parity products are, how they work in competitive markets, and examples like smartphones that highlight differences and competitive strategies.

All sorts of products, from metal stampings to computers to silicon chips, are reaching commodity-like status. And the more similar they are to commodities, the less value products have to the ...

For decades, executives defined their industry, market, competitive set and differentiation. Then, several years ago, we tipped into an era defined by the customer, and their wants. Welcome to the ...

High-performing leaders understand the importance of implementing smart business strategies to drive sustainable growth. The right business strategy aligns a company’s objectives with the needs of its ...