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 ...

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: ...

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 ...

In today’s highly competitive business environment, differentiation is often critical to success. For many leaders, it tops the list of concerns: Nearly 40% of CEOs surveyed for the University of ...