DIFFERENTATION AND PERSONALIZATION STRATEGY OF GLOBAL COMPANIES

This article analyzes the relationship between differentiation and personalization strategies on a corporate scale and their impact on business success. The differentiation strategy is based on the unique characteristics of a product or service that enhance the company’s ability to stand out from competitors. Meanwhile, personalization involves providing services or products tailored to the individual needs of each customer. Throughout the article, the importance of these strategies for companies, methods for their effective implementation, and examples from the experiences of global companies are examined. Additionally, the role of technologies, particularly artificial intelligence and big data, in creating personalized approaches for customers is explored.