One way the Internet and digital technologies are creating opportunities for firms with differentiation strategies is by enabling mass customization.

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For many companies, Internet and digital technologies have enhanced their ability to build brand, offer quality products and services, and achieve other differentiation advantages. Among the most striking trends are new ways to interact with consumers. In particular, the Internet has created new ways of differentiating by enabling mass customization, which improves the response to customer wishes.

One Way the Internet and Digital Technologies Are Creating Opportunities