Successful differentiation strategies: Theory and practices

In this modern business world, businesses must protect their competitiveness in relation to their competitors by applying effective strategies at all corporate, business and functional levels. Competitiveness can be best achieved not only by emphasizing competition but also by creating superior customer value through competitive products and services that create a unique brand identity for the company in the market. Differentiation strategies are management tools that provide significant competitive advantage for businesses in every sector. The purpose of this thesis is to identify key differentiation factors that lead to the success of businesses by reviewing the main theories of differentiation in terms of strategic management and marketing areas and establishing a link between this knowledge and the practices of businesses that have achieved differentiation in the region / country / world. In the first part of this study, the concepts of strategy and competition and competition strategies are explained. In the second part, concepts, methods and theories related to differentiation are explained in detail. In the third chapter, the practices of the companies that have achieved differentiation success in the world have been examined. With the information obtained as a result of the case study analysis, a bridge was established with theories about differentiation in the literature. As a result, key successful differentiation factors have been identified.