Differentiation by product design

Abstract

In the search for differentiation it is not enough to attend to the selling environment, equal attention must be directed towards the customers and what they want to buy. This article, which is confined to a handful of retailers and concentrates on the non‐food side only, tries to examine how far they can determine the design of their products and what role independent designers are playing.

Citation

Sharples, S. (1985), "Differentiation by product design", Retail and Distribution Management, Vol. 13 No. 3, pp. 28-31. https://doi.org/10.1108/eb018270