Stopping the Launch

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 8 in Defending Your Brand, 2012, pp 137-153 from Palgrave Macmillan

Abstract: Abstract A RUMOR COMES IN: A new entrant is thinking about entering your market. Often it is just a whisper; perhaps one of your customers mentions it to a sales person in passing. “So I hear Siemens is developing a new product to enter your category next year,” or “Isn’t Samsung getting into this market later this year? Someone told me that at the trade show last week.” What do you do?

Date: 2012
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DOI: 10.1007/978-1-137-51186-7_8

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