For a differentiation strategy to maintain a company's strategic situation and increase its competitive advantage an increase in value creation much surpass the increase in costs.
Differentiation gives a party two advantages:
-It can allow the firm to charge a premium price for its good or service, should it choose to do so.
-It can help the firm to grow overall need and capture market share from its rival.
A generic strategy attempts to convince clients to pay a premium price for its good or services by supplying unique and desirable features. Using a differentiation strategy suggests that a firm is contesting based on uniqueness, rather than price.
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