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Question
Consider this dilemma: A product manager finds that organizational buyers view a particular product attribute as being both important and differentiating; unfortunately, the firm's brand is viewed as being inferior to competing brands on this attribute. In this situation, an appropriate generic strategy for the product manager to follow would be to:a. increase the importance of the attribute to customers.
b. increase the difference between the competition and the firm's brand.
c. convert this determinant attribute into a non-determinant one.
d. all of the above
e. (a) and (b)
Answer
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