Companies has a tremendous intellectual and financial resources to the creation of differentiated products or services to their customers. However, in many situations, the differentiation can not be profitable strategy. Sets out the conditions under which it is advantageous to differentiate and those where it is not. Consumers learn about alternatives from advertising, and many consumers do not see ads for all alternatives. As a result, most consumers make decisions with limited information about the available alternatives. Importance of creating differentiated products ambiguous when awareness of products and their characteristics is a key determinant of consumer behavior. "Hide
by David A. Soberman Source: California Management Review 19 pages. Publication Date: April 1, 2003. Prod. #: CMR257-PDF-ENG
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