Business Intelligence

Jack Of All Trades Or Master Of One?: Performance Perceptions Of Multi-Feature Products

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Executive Summary

When designing products, companies often choose one of two positioning strategies. They can opt for a narrow, specialized positioning, whereby the product is presented as a master of one, characterized by a single feature. Alternatively, companies can choose a broad, all-in-one positioning, whereby the product is described as a jack of all trades, combining different attributes in an all-in-one solution. The widely used strategy of pricing all-in-one products at parity with specialized products might be self-defeating or destructive.

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