The Key Question

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 6 in Defending Your Brand, 2012, pp 87-116 from Palgrave Macmillan

Abstract: Abstract THE WORLD OF BUSINESS IS full of astonishing stories about companies that led their industry and then stumbled when they failed to respond to competitive threats. When faced with a competitive attack, the executives decided not to defend and then suffered the consequences. For this reason, the key question—whether to defend or not—is critically important.

Date: 2012
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DOI: 10.1007/978-1-137-51186-7_6

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