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| Author: | Gottliebsen, D. |
| Title: | How to live and prosper among the giants. *AKZO ENGINEERING PLASTICS |
| Journal: | Journal of Business Strategy
1989 : MAR-APR, VOL. 10:2, p. 9-12 |
| Index terms: | PLASTICS INDUSTRY MEDIUM-SIZED BUSINESSES COMPETITION CORPORATE STRATEGY SPECIALIZATION |
| Language: | eng |
| Abstract: | Companies competing in the plastics industry have to compete against large-size companies having abundant resources and to grow in rapidly expanding markets. The tactics they use to be successful in this competitive industry, that is specialization to grow, is analyzed. These companies focus on customers who can benefit from their expertise and provide companies with value-added products that are manufactured and serviced on an application-by-application basis. With tactics like this, these companies are no longer competing with companies ten times their size. Their sales force is effective on a field, even though it is outnumbered and the cost for closing sales is manageable. |
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