Losers are typified by the 'catch-up' strategy of 'a better product at a lower price'

This article argues that the approach of marketing a new product as 'a better product at a lower price' is virtually doomed to failure.

Losers are typified by the 'catch-up' strategy of 'a better product at a lower price'

Jules Goddard and Tony EcclesLondon Business School and Cass Business School, City University

The vast majority of companies, when planning for growth, base their marketing strategy on a superior product when bench-marked against the competition. Procter & Gamble calls this strategy "winning in a white box". Most research departments and business development activities are dedicated to this kind of rational stratagem. Marketing is then given the job of persuading prospects to change their brand preferences and buying habits. There are several problems with this...

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