Planning the Defense

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 7 in Defending Your Brand, 2012, pp 117-135 from Palgrave Macmillan

Abstract: Abstract ONCE YOU’VE MADE THE IMPORTANT decision to defend, your focus needs to quickly shift to actually planning the effort. This is the stage where you figure out what precisely you will do and when you will do it. This is when you must think through all the defensive options, select the best ones, and then mobilize to execute the plan.

Date: 2012
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DOI: 10.1007/978-1-137-51186-7_7

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