Preventing Trial

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 11 in Defending Your Brand, 2012, pp 183-203 from Palgrave Macmillan

Abstract: Abstract IF CONSUMERS DON’T TRY A product, they won’t buy it again. This is why limiting trial is at the heart of defensive strategy, with many of the most intense battles playing out in this realm. If you can reduce the number of people who try your competitor’s product, you can be quite confident it will fail to develop into a successful, established business.

Date: 2012
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DOI: 10.1007/978-1-137-51186-7_11

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