Differentiation in marketing means creating specialized products that gain competitive advantage with a particular segment of the market. Companies can choose from two different strategies: ...

Discover how market challengers use strategies like pricing, product differentiation, and innovation to compete with market leaders and change industry dynamics.

Steven Nickolas is a writer and has 10+ years of experience working as a consultant to retail and institutional investors. Erika Rasure is globally-recognized as a leading consumer economics subject ...

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 ...