Strategy and competitive advantage v. competitive advantage -invincible weapon in the fight to the competition (ii)

Differentiation is, in essence, to give to buyers the feeling that the product is unique. This generates a return over the average of the competitors if it allows the company to benefit from a premium in relation to market price. A company seeking to differentiate themselves will have to carefully select product attributes that it wishes to improve in order to pass "the original test". In the actual fierce competition stage, when companies have minimized costs, attention is given increasingly to a greater differentiation, seen as an opportunity to obtain competitive advantage and therefore the survival of the company.