On the other hand, differentiation is where a firm is able to produce unique or superior value goods and services that command a premium price in the market, matching with the competitive cost of production (Porter, 1985; 1998). The premium price can then be transformed into superior returns for the firm (Porter, 1985; 1998), which is viewed by McGrath et al. (1996) as being of distinct value to firms.
Parallels exist in the work of Porter (1985, 1998) and that