Know Your Enemy

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 4 in Defending Your Brand, 2012, pp 39-58 from Palgrave Macmillan

Abstract: Abstract GOOD DEFENSIVE STRATEGY IS GROUNDED in information. Before you can properly react to a competitive move, you have to understand it and determine what it means to you. A military general needs information to develop a battle plan, and a business leader needs information to assemble a defense plan. As Willie Pietersen, former CEO of Tropicana, observed, “In every competitive arena, including business, you must know your enemies in order to defeat them.”1

Date: 2012
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DOI: 10.1007/978-1-137-51186-7_4

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