Abstract
This paper is a research on the solution of the problem of commoditization in the market. I reviewed the researches of predecessors and classified the value that exists inside the product. And also I studied the contact point that is suppliers deliver the value to customers, and aimed to find the concept that the problem of commoditization can be reconsidered at the contact point.
Author's hypothesis is that the benefits of the product and the service are delivered to the customers by the active conduct of business through all contact points.
The differentiation through the addition of the value to the product is one effective way for the market activation. However I thought that it will be more effective way if the suppliers deliver the value of the products to the customers.
