Bibliometric Analysis of Product Differentiation Strategies: Global Research Trends
DOI:
https://doi.org/10.58192/wawasan.v4i3.4709Keywords:
Bibliometrics, Customer loyalty, Global Literature Studies, Innovation, Product DifferentiationAbstract
This study analyzes global developments related to product differentiation strategies using a bibliometric approach. By analyzing scientific publications from various countries such as the United States, the Netherlands, Germany, Japan, Switzerland, the United Kingdom and Indonesia. The data was collected from reputable databases such as Scopus and Google Scholar, with a publication time span between 2020 and 2024. Bibliometric methods are used to identify research trends, collaboration networks, and key topics within this field. The results of the analysis show a significant increase in the number of publications related to this topic in the last five years, focusing on trade, investment, pricing, development, spatial differentiation, differentiation strategy, product differentiation strategy, customer loyalty, performance, influence, vertical product differentiation, horizontal product differentiation, platform, cost, innovation, product quality, purchasing decision, brand trust, and brand image. The study provides comprehensive insight into the global product differentiation research landscape and identifies potential areas for future research.
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