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Book Extract: Edge-based customisation

Brands can overcome the challenge of commoditisation through custom-made products. They can command a premium in the process

Book Extract: Edge-based customisation

EDGE STRATEGY A NEW MINDSET FOR PROFITABLE GROWTH Author: Alan Lewis and Dan Mckone Publisher: Harvard Business Review Press ISBN: 9781633690172 Price: Rs 995 Customization is the ultimate weapon against commoditization. If you can truly convince customers that the product they are buying is unique to them and built for them, then it becomes quite hard to compare it to a competitive equivalent. The ultimate form of this core strategy is bespoke, or custom-made. Literally, a product is produced from raw materials to the customer's exact specification; it is a one-of-a-kind. There ...