Steven Nickolas is a writer and has 10+ years of experience working as a consultant to retail and institutional investors. Erika Rasure is globally-recognized as a leading consumer economics subject ...

Discover how market challengers use strategies like pricing, product differentiation, and innovation to compete with market leaders and change industry dynamics.

Differentiation in marketing means creating specialized products that gain competitive advantage with a particular segment of the market. Companies can choose from two different strategies: ...

Is your product a high-end offering or are you a bargain brand? Do you sell to women or men? Is your warranty a major selling point? These are examples of ways companies position their products or ...