@inbook{inbook, title  = {{Differentiating the Indifferent: Dealing with Commoditization Paradox Through Innovation}},

 publisher = {{Springer International Publishing}},

 url = {{https://doi.org/10.1007/978-3-030-90657-3_15 }},

 year = {{2022}},

 month = {{1}},

 author = {{Thornton SC}},

 doi = {{10.1007/978-3-030-90657-3_15}},

 isbn = {{9783030906566}},

 pages = {{265-279}},

 note = {{Accessed on 2025/12/06}}}