{"product_id":"9781422103159","title":"Beating the Commodity Trap: How to Maximize Your Competitive Position and Increase Your Pricing Power","description":"\u003cp\u003eCommoditization-a virulent form of hypercompetition-is destroying markets, disrupting industries, and shuttering long-successful firms. Conventional wisdom says the best way to combat commoditization is differentiation. But differentiation is difficult and expensive to implement, and keeps you ahead of the pack only temporarily.\u003c\/p\u003e\u003cp\u003eIn 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:\u003c\/p\u003e\u003cp\u003e-Deterioration: Low-end firms enter with low-cost\/low-benefit offerings that attract the mass market-as Zara did to high-end fashion companies.\u003c\/p\u003e\u003cp\u003e-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.\u003c\/p\u003e\u003cp\u003e-Escalation: Players offer more benefits for the same or lower price, squeezing everyone's margins-as the iPhone did in mobile devices.\u003c\/p\u003e\u003cp\u003eThe 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.\u003c\/p\u003e\u003cp\u003eIllustrated with a wealth of examples, this concise, practical guide gives you the framework and tactics you need to battle commoditization.\u003c\/p\u003e","brand":"Harvard Business Review Press","offers":[{"title":"Default Title","offer_id":47014703268080,"sku":"9781422103159","price":27.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781422103159_p0.jpg?v=1763781448","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781422103159","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}