Concept of the Differentiated Product in Company Competitiveness Management

The present paper systematizes the results of various theoretical studies into the possibilities of enhancing company competitiveness through application of the concept of differentiated products. The theory of product competitiveness is a fundamental and the most important part of the theory of competition. Modern concepts view company competitiveness either as a function of product competitiveness and the services they produce or as a reflection of the real and potential capabilities of the company to develop, design, produce and market goods and services, which in their price and non-price characteristics, considered as a complex, are more attractive than those of its competitors. The main hypothesis advanced in the paper is that the differentiated product allows producers to obtain sustainable competitive advantage over their rivals