Lockheed Martin's decision to sell the bulk of its IT business is another example of the challenge of differentiation in a market focused on price. Lockheed Martin Chairman and CEO Marillyn Hewson ...

Differentiation in marketing means creating specialized products that gain competitive advantage with a particular segment of the market. Companies can choose from two different strategies: ...

Few business owners find themselves in a market where they are the only company selling a certain product or service. Competition is thick in most markets, so you need to differentiate yourself and ...

Dr. Kimberly Kappler Hewitt is an assistant professor of educational leadership at the University of North Carolina Greensboro, consultant, and professional developer. She is the author of ...