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Non-price-Related De-commoditization: An Exploratory Study in the Refractories Industry

In: Commodity Marketing

Author

Listed:
  • Anja Geigenmüller

    (TU Ilmenau)

  • Christos G. Aneziris

    (TU Bergakademie Freiberg)

Abstract

De-Commoditization strategies have received only limited attention in the literature. Referring to non-price-related de-commoditization, differentiation can occur on the basis of superior products and services as well as on the basis of superior customer relationships. However, knowledge on the extent to which these two strategies are applicable to commodity suppliers and how an integration of these strategies can contribute to an effective de-commoditization is still scant. Based on a literature review and a qualitative study in the refractories industry, this article identifies approaches to de-commoditization, ways of implementation, as well as internal and external prerequisites.

Suggested Citation

  • Anja Geigenmüller & Christos G. Aneziris, 2022. "Non-price-Related De-commoditization: An Exploratory Study in the Refractories Industry," Management for Professionals, in: Margit Enke & Anja Geigenmüller & Alexander Leischnig (ed.), Commodity Marketing, pages 349-363, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90657-3_19
    DOI: 10.1007/978-3-030-90657-3_19
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