Authors
- Zheltenkov Alexander Vladimirovich Professor, Doctor of Economics
- Skubriy Evgeniy Veniaminovich Professor, Doctor of Economics
- Suzeva Olga Valerievna Candidate of Economic Sciences, Candidate of Economic Sciences
Annotation
The article discusses competitive strategies to increase the company’s market share and achieve its constant competitiveness. The existing types of product assortment
policy are studied in detail and examples of successful use of the theory of product differentiation in practice are given. It is considered how to classify product diversification within the framework of product policy, what is meant by it and what different forms of diversification exist. The advantages and disadvantages of product differentiation are presented.
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