What is Differentiation and How Does it Work ?

By Byron Sharp, J. Dawes. 2001

167 citations recorded by the source corpus.

Subfields: Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/36d10423747338dcb3abe7b3845a8d95100f7cec

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Diana Ingenhoff

In Strategy and Management

1. Diana Ingenhoff
2. Catherine E. A. Mulligan
3. Giaime Berti

Citations in the corpus

• Positioning and differentiation by using brand personality attributes (2010, background): “The aim is to be desirable, unique, and highly valued ( Sharp and Dawes, 2001”
• Game design as marketing: How game mechanics create demand for virtual goods (2010, unknown): “The aim of product differentiation is to attain higher desirability, and therefore promote sales, by being distinguishable from rival products (Kotler and Keller 2006; Sharp and Dawes 2001).”
• Competitiveness of Small Farms and Innovative Food Supply Chains: The Role of Food Hubs in Creating Sustainable Regional and Local Food Systems (2016, background): “In traditional marketing and management theories and specifically in the food value chains and food supply chain management theories, a “differentiated product” is a product with incremental value in the market determined by its specific attributes that distinguish it from other products [24,25].”