Reaction to the commodity trap – playing by the rules or changing the rules?

Автори: 
Bondos I., Lipowski M.

Offer commoditization is increasingly common market phenomenon. The stronger competition in the market, the more difficult is to differentiate the product/service – as a result, price competition intensifies and price is the key buying criteria. The paper presents the essence of commodity trap and the three-stages process of escaping from the consequences of this phenomenon.