What Makes Your Company Different?

If I were to ask, “What Makes Your Company Different?” how would your employees answer? How would your customers answer? Would their responses be the same? This question is at the heart of your company’s marketing strategy. As noted author and Harvard Business School Professor Michael Porter notes in Competitive Strategy (The Free Press, 1980), “differentiation…creates layers of insulation against competitive warfare because buyers have preferences and loyalties to particular sellers.” When companies lack differentiation and a product or service is viewed as a commodity, “choice by the buyer is largely based on price and service, and pressures for intense…

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