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Commercial Flooring News

Key issue: commoditization of floor covering products

I believe that commoditization is the key issue facing the flooring industry now. I recently wrote about this threat on the Surfaces blog site and it seems my opinion has struck a chord. Commoditization is a process that transforms the market for unique, branded products into a market based on undifferentiated price competition.

Most people agree that consumers will shop on price alone if they do not learn about performance and quality differences that justify a range of prices. That is happening all through our industry. If we let it continue it could lead to the destruction of our industry as we know it. Do you agree?

Read what I think is causing commoditization in our industry and what we can do about it in Commoditization – The Silent Killer


Jim Gould is President of the Floor Covering Institute