Innovating out of Commodity Traps

In Innovation Excellence:
The commodity trap is a significant threat for manufacturers in premium market segments. It describes the tendency of competing products to become more and more similar, thus nullifying any competitive advantage that the high-end product might have had. The result is that products can only be sold on price, which can be disastrous for a market leader.

There are various standard reactions to this threat, none of which is sustainable. In this article we present an advanced innovation strategy which provides robust protection from low-price competitors.... "