This paper aims to improve current knowledge on the commoditization of industries, a unique phenomenon of evolving marketing competition characterized by increasing homogeneity of products, higher price sensitivity among customers, lower switching costs, and greater industry stability. As...

Commoditization of an industry is considered high when competitors in comparatively stable industries offer increasingly homogenous products to price-sensitive customers, who incur relatively low costs in changing supplier. In other words, businesses facing high industry commoditization sell...