Book description
In Beating the Commodity Trap, Richard D'Aveni provides a radical new framework for fighting back. Drawing on an in-depth study of more than thirty industries, he recommends first identifying the commoditization trap you're facing:
-Deterioration: Low-end firms enter with low-cost/low-benefit offerings that attract the mass market-as Zara did to high-end fashion companies.
-Proliferation: Companies develop new combinations of price paired with several unique benefits that attack part of an incumbents' market-as Japanese motorcycle makers did to Harley-Davidson.
-Escalation: Players offer more benefits for the same or lower price, squeezing everyone's margins-as the iPhone did in mobile devices.
The author provides a tool for diagnosing your competitive position and shows how to strengthen it while also boosting your pricing power-by destroying the commoditization trap confronting you, escaping it, or turning it to your advantage.
Illustrated with a wealth of examples, this concise, practical guide gives you the framework and tactics you need to battle commoditization.
Table of contents
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- PREFACE
- ONE - The Three Commodity Traps
- TWO - The Deterioration Trap
- THREE - The Proliferation Trap
- FOUR - The Escalation Trap
- FIVE - The Diamond in the Rough
- APPENDIX - Tips for Doing Price-Benefit Analysis
- NOTES
- ACKNOWLEDGMENTS
- INDEX
- ABOUT THE AUTHOR
Product information
- Title: Beating the Commodity Trap
- Author(s):
- Release date: January 2010
- Publisher(s): Harvard Business Review Press
- ISBN: 9781422156162
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