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The Paths to Differentiation
by Hélène Pielmeier
June 29, 2016
June 29, 2016

 
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Summary
How well can a language service provider without a unique selling proposition (USP) stand out against the competition? Our research shows that undifferentiated LSPs have a harder time catching prospects’ attention to emerge as a logical solution. In most cases, their services become a commodity, and prospects and clients see little differentiation among competitors. Providers then find themselves competing only on price, thus beginning a downward rate spiral that leads to reduced. Commoditization eliminates control over rates, while a strong and defensible differentiation lets companies regain control over their prices.

In this brief, we present: 1) a review of the characteristics of good differentiators; 2) the paths to develop compelling and unique offerings; 3) the reluctance of some LSPs to differentiate; 4) the feasibility of coming up with a unique offering; 5) the progression through the stages of differentiation; and 6) the need to invest in your USP.

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Pages: 6
 

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