<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Usually, the possibility of product differentiation of the construction company is defined as restricted, limited. Product differentiation as a key element of product policy aims to create a sustainable competitive advantage in the minds of consumers, using tangible and intangible characteristics and product properties compared to the next strongest competitor. The ability of any company to differentiate their own product makes it distinct from competitors and gives the opportunity to control the market and build competitive advantages. The aim of the study is to prove: 1) The need to differentiate the product of the construction company, 2) Guidelines for differentiation of the construction product taking into accounts the specifics of the construction market, product and process.</p></abstract>

Usually, the possibility of product differentiation of the construction company is defined as restricted, limited. Product differentiation as a key element of product policy aims to create a sustainable competitive advantage in the minds of consumers, using tangible and intangible characteristics and product properties compared to the next strongest competitor. The ability of any company to differentiate their own product makes it distinct from competitors and gives the opportunity to control the market and build competitive advantages. The aim of the study is to prove: 1) The need to differentiate the product of the construction company, 2) Guidelines for differentiation of the construction product taking into accounts the specifics of the construction market, product and process.

Product differentiation policy of the construction firm

Ovidius University Annals of Constanta - Series Civil Engineering

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{"article-title":"Product differentiation policy of the construction firm"}

Usually, the possibility of product differentiation of the construction company is defined as restricted, limited. Product differentiation as a key element of...

Product differentiation policy of the construction firm

Publicado en línea: 17 may 2018

Páginas: 51 - 63

Recibido: 01 ago 2017

DOI: https://doi.org/10.1515/ouacsce-2017-0005

Palabras clave
construction firm, construction market, differentiation and specialization in specific assets, horizontal and vertical differentiation, product differentiation, positioning

© 2018

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Product differentiation policy of the construction firm

Publicado en línea: 17 may 2018

Páginas: 51 - 63

Recibido: 01 ago 2017

DOI: https://doi.org/10.1515/ouacsce-2017-0005

Palabras claveconstruction firm, construction market, differentiation and specialization in specific assets, horizontal and vertical differentiation, product differentiation, positioning

© 2018

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Palabras clave
construction firm, construction market, differentiation and specialization in specific assets, horizontal and vertical differentiation, product differentiation, positioning