-
But functional product differentiation is exactly what the rivalry between the Airbus A380 and the Boeing 787 Dreamliner is all about: Two companies with fundamentally different products, based on diametrically opposite visions of the future, engaged in a Hatfields versus McCoys battle with billions of dollars at stake.
FORBES: Magazine Article
-
In the choices made by consumers, the emotional value of the brand takes precedence over the functional value of the product.
FORBES: CMO Is New King of Audience Ratings
-
Clorox deploys cross-functional teams to continually prune its product portfolio, insuring that remaining products meet their volume targets.
FORBES: Why Less Is More for Holiday Shopping