Differentiation via the marketing mix

William Boulding, Eunkyu Lee

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


In this paper we investigate the conjecture that increasing marketing mix specialization enhances firm performance. We start by identifying two dimensions of specialization - absolute (concentration of expenditures) and relative to competition (distinctiveness). We then propose underlying mechanisms that lead to effects of marketing mix specialization on firm performance. Using these guidelines we specify an empirical model that relates marketing mix specialization to firm performance. We estimate this model using PIMS data and find support for our propositions.

Original languageEnglish (US)
Pages (from-to)343-356
Number of pages14
JournalMarketing Letters
Issue number4
StatePublished - Oct 1992
Externally publishedYes


  • Absolute Specialization
  • Distinctiveness
  • Marketing Mix

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


Dive into the research topics of 'Differentiation via the marketing mix'. Together they form a unique fingerprint.

Cite this