An inquiry into the consequences of product differentiation in thirty industries using a case study methodology.
Item
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Title
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An inquiry into the consequences of product differentiation in thirty industries using a case study methodology.
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Identifier
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AAI9325144
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identifier
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9325144
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Creator
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Schneider, Peter Andrew.
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Contributor
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Adviser: Leon G. Schiffman
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Date
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1993
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing | Economics, Commerce-Business | Business Administration, Management
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Abstract
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The concept of product differentiation has been the subject of a number of theoretical inquiries and empirical investigations. However, there appears to be little agreement about its conceptual and operating definitions or its managerial, strategic, and societal implications. This situation is especially troublesome because product differentiation has been viewed as an important component of dynamic competition as well as a major conceptual contribution of marketing to strategic management.;There is a need to clarify matters regarding product differentiation if the concept is to be of value to marketers. In this dissertation, clarification consisted of determining (1) the relationship between product differentiation and the financial performance of an industry; (2) if product differentiation serves as a barrier or gateway to the entry of new firms; and (3) whether the presence of product differentiation in an industry is an indication of economic waste or progress.;This dissertation differs from previous studies by (1) using a case study methodology and (2) examining product differentiation from both the macro perspective of an industry and the micro perspective of individual firms. The thirty industries selected for inclusion were chosen so as to represent a broad cross section of the economy. These industries may be regarded as being both interesting and important in terms of their economic, social, historical, and/or political contributions to our society.;The case study methodology is an empirical technique that attempts to answer questions about a contemporary set of events by marshalling a full array of evidence such as documents, artifacts, direct observation, and systematic interviewing. In marketing, unlike other social sciences, the use of cases has been limited to either a teaching technique or exploratory research. However, the case study methodology is appropriate for explanatory research in those complex situations where the researcher cannot isolate and manipulate variables.;The results of this study indicated that product differentiation (1) allows firms some measure of control over consumer demand by preventing products from degenerating into commodities; (2) is a strategy that can be used successfully by all firms and should therefore be regarded as a mobile weapon rather than a static barrier; and (3) is a sign of "workable competition" rather than economic inefficiency and should not be restricted by legislation.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
