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 ...

Few business owners find themselves in a market where they are the only company selling a certain product or service. Competition is thick in most markets, so you need to differentiate yourself and ...

When the upstart Victory Brewery brought its beer to a limited number of store shelves in 1996, the product came along without the usual frothy dose of marketing common to the industry. The ...

All sorts of products, from metal stampings to computers to silicon chips, are reaching commodity-like status. And the more similar they are to commodities, the less value products have to the ...

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 ...