The path of innovation inevitably seems to end up in the commoditized business graveyard. Time and again, smart, nimble companies invent new technologies or manufacturing processes, just to standardize them, inspire knock-offs, and direct competitors and ultimately find that their unique differentiator in the marketplace has evolved into a commodity and that customers make their selection based on price or availability, not manufacturer, brand, or logo. Indeed, I believe that the challenge of commoditization is…
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