Staving off Commoditization: Practical Ideas to Create Value

By Ernie A. Cevallos

Perfect competition is at one end of the competition spectrum, and one of the basis of the concept is that since firms produce undifferentiated products that any business in such an environment is a “price taker” or a firm that cannot affect the price of a good or service. Looked at another way, such commoditized products or services have many perfect substitutes. In theory, the better the substitutes for a product or service, the more elastic the demand for the product. So, how do your products and services stack up and what can you do to win in a commoditizing environment?