@inbook{inbook, title = {{Differentiating the Indifferent: Dealing with Commoditization Paradox Through Innovation}}, url = {{}}, year = {{2022}}, month = {{4}}, author = {{Thornton SC}}, doi = {{10.1007/978-3-030-90657-3_15}}, pages = {{265-279}}, note = {{Accessed on 2025/04/10}}}