Beating the Commodity Trap

ACKNOWLEDGMENTS

To look more closely at the dilemmas created by common commodity traps, I embarked on a systematic study of price erosion and product-benefit competition that involved many research assistants. In addition, over the recent years, I have learned a great deal from the many others whom I trained to use the price-benefit mapping tools I describe in this book. Companies, including AGFA, Cadbury Schweppes, Deloitte Consulting, Deutsche Bank, General Motors’ Luxury Car Division, Learning Systems Milan, Monsanto, PepsiCo International, Philip Morris, and Philips Electronics have used my models in their strategic planning and decision making processes. (Note: No proprietary data from any of my clients have been used in this book without ...