Commodity Marketing: An Introduction into Key Concepts and Processes

The successful commercialization of commodities and the prevention of possible commoditization of offerings are key tasks of companies in many industries. This article aims to further the understanding of commodity marketing by further illuminating key concepts and processes. In addition, this article discusses different drivers of commoditization, distinguishing between company-related, offering-related, buyer-related and market-related factors. Furthermore, it outlines strategies to prevent or reverse the commoditization of offerings. The article illuminates two types of de-commoditization efforts: price-based and non-price-based approaches. It concludes with a discussion of avenues for further research and implications for management practice.