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: ...

Small companies use undifferentated marketing strategies when their products and services appeal to all customers or consumers. Differentiated marketing strategies are employed when a company's ...

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 ...

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 ...