It's never enough to create a great product; it must be matched with the desire for that product. The competitive advantage that Wedgwood brought to his company was the ability to create demand for goods. He was able to see market needs before the market and then cultivate market demand to meet those needs with his goods. Wedgwood implemented a differentiation strategy for its products as there were already numerous ceramic options available on the market. Instead of the irregular, low-quality options available on the market, Wedgwood pottery was made from clay, rather than wood, and was a more uniform finished product. One method of increasing demand by increasing the perceived value of ceramics is to increase demand from the wealthy. One of the ways he accomplished this was through a technique called coasting. By putting a reliable, high-quality product into the hands of the elite without penalty, Wedgwood can showcase its craftsmanship and high-end design firsthand. With the working class who work in the homes of...