Michael Porter’s Generic Differentiation Strategy Explained
I previously touched upon Michael Porter’s generic cost leadership strategy here. Porter asserts that a business model can’t offer the best product or service at the lowest price and maintain a sustainable competitive advantage. An organization employing a strategy that attempts to be “all things to all people” will become stranded in mediocrity (i.e. earn less than industry average profitability).
A differentiation strategy advocates that a business must offer products or services that are valuable and unique to buyers above and beyond a low price. The ability for a company to offer a premium price for their products or services hinges upon how valuable and unique these offerings are in the marketplace. A differentiator invests its resources to gain a competitive advantage from superior innovation, excellent quality and responsiveness to customer needs.
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