Which term describes the process of making a business more appealing than its competitors?

Differentiation is the process by which a business seeks to make its products or services more attractive to consumers in comparison to competitors. This strategy involves highlighting unique features, benefits, or attributes that distinguish a company's offerings from others in the market. By focusing on aspects like quality, innovation, customer service, or brand image, a business can create a competitive advantage that attracts customers and builds loyalty.

For example, a company might use advanced technology to develop a product that offers better performance than similar items available in the market. This ability to stand out helps to capture consumer interest and can lead to increased market share and profitability.

The other terms refer to different concepts. Capital growth relates to the increase in the value of an asset over time, sustainability focuses on maintaining business practices that meet present needs without compromising future resources, and market penetration refers to the strategies used to increase brand awareness and sales within a certain market, rather than distinguishing oneself from competitors.