Usually, the possibility of product differentiation of the construction company is defined as restricted, limited. Product differentiation as a key element of product policy aims to create a sustainable competitive advantage in the minds of consumers, using tangible and intangible characteristics and product properties compared to the next strongest competitor. The ability of any company to differentiate their own product makes it distinct from competitors and gives the opportunity to control the market and build competitive advantages. The aim of the study is to prove: 1) The need to differentiate the product of the construction company, 2) Guidelines for differentiation of the construction product taking into accounts the specifics of the construction market, product and process.
If the inline PDF is not rendering correctly, you can download the PDF file here.
 Bain J., (1968), Industrial Organization. 2nd edition. John Wiley & Sons. New York.,рр.223
 Myers D. (2008), Construction Economics: A new approach. Second Edition. Taylor & Francis. London &New York, pp. 145-151
 Piana V., (2003), Product Differentiation, Economics Web Institute, jan.1, Stefan L., (1997), Vertical product differentiation and entry deterrence, Journal of Economics, Springer, vol. 65(1), pp. 79-102
 Stoun M., (2011), How and when to advertising a construction business. Deluxe for business.
 Williamson O., (1985), The Economic Institutions of Capitalism. New York: Free Press.