Standardization Versus Differentiation

Standardization Versus Differentiation provides an overview of the history of standardization and differentiation of products and explores the pros, cons, and synthesis of perspectives.
The book extends the existing research on the standardization versus differentiation debate. It differs from existing literature in that it provides a historical overview and seeks to synthesize and integrate perspectives.
Coverage includes the origins of standardization; the rise of global standards; craft production and uniqueness; consistency, safety, and interoperability; differentiation as value creation and competitive advantage; brand identity, premium pricing and market niches. The book includes case studies of tension between standardization and differentiation, and it presents tools for evaluating trade-offs, and how to design for both order and variety.
The book is designed for business and marketing students, teachers, and business leaders and advisors.