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| Author: | Potter, D. V. |
| Title: | Gold and silver strategies to succeed in hostile markets |
| Journal: | California Management Review
1994 : FALL, VOL. 37:1, p. 65-82 |
| Index terms: | COMPETITION COMPETITIVENESS COMPETITIVE ADVANTAGE |
| Language: | eng |
| Abstract: | Hostile markets are the ultimate tests of management ability. As the economic version of scorched-earth warfare, a hostile market demands that its competitors have the ferocity of a prizefighter and the endurance of a marathon runner. In a hostile market, too many companies compete for the same customer base. Returns are low, sometimes abysmally low. The industry is plagued with excess capacity either because of a fall-off in demand or due to aggressive expansion by competition. No position or customer relationship is safe. Pricing seems irrational and self-destructive to an outsider - and even to some insiders. |
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