Toward an Understanding of Industry Commoditization: Its Nature and Role in Evolving Marketing Competition

By M. Reimann, Oliver Schilke, Jacquelyn S. Thomas. 2010

137 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/ab503ef713675b3851c25d02098ac09ee4c200b5

Citations in the corpus

• Aesthetic package design: A behavioral, neural, and psychological investigation (2010, unknown): “As core product attributes, such as quality and functionality, become increasingly homogeneous (Reimann, Schilke, & Thomas, 2010), firms are shifting their differentiation efforts away from concrete product characteristics towards less tangible features such as aesthetics (Brunner, Emery, & Hall,…”