It has become increasingly difficult for today’s companies to stand out against competitors. This phenomenon has been labeled commoditization. While few industries remain merely specialty industries, an increasing number of firms find themselves in commodity environments. The controversial question is, however, whether marketing strategy is an effective means to avoid commoditization. A study among 268 marketing executives found specific marketing strategies to create value in commodity environments. Following a PLS approach, eight dimensions of marketing strategy in commodity environments, marketing strategy’s link to performance, and the impact of a commodity environment level were investigated.