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 ...

Companies use product differentiation, also known as positioning, to set their brands apart from the competition. For a small business, skillful differentiation can create a market niche without ...