![]() ![]() Rather than join the dogfight, companies like Apple, FedEx, and Starbucks have chosen to become metaphorical cats, continuously renewing their distinctive strategies to compete on their own terms. ![]() ![]() Conventional wisdom suggests that dogfights are to be expected as marketplaces mature, giving rise to the notion that there are "bad" industries where it is unlikely that any company can succeed.īut there are notable exceptions where enlightened executives have changed the rules of the game to survive and thrive in embattled industries. Businesses often find themselves trapped in a competitive dogfight, scratching and clawing for market share with products consumers view as largely undifferentiated. ![]()
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