Differentiation

Differentiation is the development of unique benefits or attributes in a product or service that positions it to appeal especially to a part (segment) of the total market. The products of the organization meet the needs of some customers in the market place better than others and allow higher prices to be charged. See Generic strategies.

Definitions

According to the Corporate Strategy by Lynch (4th edition),

Differentiation. The development of unique benefits or attributes in a product or service that positions it to appeal especially to a part (segment) of the total market. The products of the organization meet the needs of some customers in the market place better than others and allow higher prices to be charged. See Generic strategies.

According to the Marketing Communications by Fill (5th edition),

Differentiation. A strategy through which an organization offers products and services to broad customer groups, who perceive the offering to be significantly different, and superior, to its competitors.

According to the Strategic Management by David and David (15th edition),

Differentiation. One of Michael Porter's strategy dimensions that involves a firm producing products and services considered unique industry-wide and directed at consumers who are relatively price-insensitive.