REACTION TO THE COMMODITY TRAP – PLAYING BY THE RULES OR CHANGING THE RULES?

Bondos I., Lipowski M.
Abstract: 
Offer commoditization is increasingly common market phenomenon. The stronger competition in the market, the more difficult is to differentiate the product/service – as a result, price competition intensifies and price is the key buying criteria. The paper presents the essence of commodity trap and the three-stages process of escaping from the consequences of this phenomenon.