<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

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

{"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

Publié en ligne: 17 mai 2018

Pages: 51 - 63

Reçu: 01 août 2017

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

Mots clés
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

Publié en ligne: 17 mai 2018

Pages: 51 - 63

Reçu: 01 août 2017

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

Mots clésconstruction 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.

Mots clés
construction firm, construction market, differentiation and specialization in specific assets, horizontal and vertical differentiation, product differentiation, positioning