Posts tagged commoditisation
You don't bring me flowers: the truth about commoditisation

In many industries, commoditisation is something to be feared. It turns propositions that were once unique and valued into generic, low-margin products and services. Yet in sectors that seem commoditised, some companies (think Dyson, or Southwest Airlines) can either charge huge premiums or thrive happily. How? It’s because when customers say: “Just give me more, for less”, they could in fact want something else.

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