Abstract
De-Commoditization strategies have received only limited attention in the literature. Referring to non-price-related de-commoditization, differentiation can occur on the basis of superior products and services as well as on the basis of superior customer relationships. However, knowledge on the extent to which these two strategies are applicable to commodity suppliers and how an integration of these strategies can contribute to an effective de-commoditization is still scant. Based on a literature review and a qualitative study in the refractories industry, this article identifies approaches to de-commoditization, ways of implementation, as well as internal and external prerequisites.
This chapter was originally published in German as Geigenmüller, A., & Aneziris, C. G. (2014). Umsetzung einer nicht-preisbezogenen De-Commoditisierung: Eine explorative Untersuchung in der Feuerfestindustrie, In M. Enke, A. Geigenmüller, & A. Leischnig (eds.), Commodity Marketing. Springer Gabler, Wiesbaden. Translated and updated with permission.
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Acknowledgments
This paper originates from research results obtained in the priority program 1418 “Feuerfest—Initiative zur Reduzierung von Emissionen—FIRE,” funded by the Deutsche Forschungsgemeinschaft DFG. The authors thank DFG for its financial support within the program.
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Geigenmüller, A., Aneziris, C.G. (2022). Non-price-Related De-commoditization: An Exploratory Study in the Refractories Industry. In: Enke, M., Geigenmüller, A., Leischnig, A. (eds) Commodity Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-90657-3_19
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