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| Topic: |
Business
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| Number of pages / Number of words: |
8 / 2197 |
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It can advertise more, perform more R&D, open more sales outlets, etc.
This is not to say that smaller companies do not stand a chance. Rather, smaller companies must recognize the principle of force and attempt to win the battle by means of a superior strategy, not by creature force.
Some managers may believe that they can overcome a larger competitor through superior employees...
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Ries and Trout maintain that while it may be possible to assemble a small group of star performers, on a larger scale the employee abilities will approach the mean.
Another argument is that a better product will overcome other weaknesses. Again, Ries and Trout disagree. Once consumers already have in their minds that a product is number one, it is extremely difficult for another product, even if superior, to take over that number one place in the consumer's mind...
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General points of the essay
Marketing Warfare
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