If you are fighting for second place, the leader determines your strategy. Your company should leverage the leading company’s strengths into weaknesses.
If Coca-Cola is a firm for the masses, Pepsi chooses to be "the choice of the new generation."
In this approach, you divert the focus of your competition; after all, most consumers choose "the old trusted brand" over "the new brand that has debuted."
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The book focuses on the fundamentals of marketing and how to avoid breaking these laws.
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If you're shooting for second place, your strategy is determined by the leader.
Trying to establish a firm foothold on the second rung means you have to study the firm above you. Where is its strength? Can you turn it into a weakness? Discover the essence of the leader, th...
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