Barriers to the upgrade cycle in a commodity process industry

What is it about?

This article provides insights into the research and development (R&D) challenges faced by companies when attempting to move away from the position of supplying commodity products, into added value differentiated products. The challenge faced by companies when attempting to move away from supplying commodities is sometimes referred to as the 'commodity battle' or 'commodity trap'.

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Why is it important?

This article provides insights into the challenges faced by many organisations in process industries, where many products are commodities. A number of propositions are generated that capture the key issues for organisations. These propositions guide the way forward for future research.