The Threat

  • Tim Calkins


THERE IS NOTHING MORE IMPORTANT than protecting a profitable business; defending your brand must be your top priority as a manager. People love growth; they love finding new revenue and profit. But growth is priority number two. Focusing on new opportunities without defending the base puts an enterprise at serious risk.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 3.
    Alyssa Abkowitz, “The Movie Man,” Fortune, February 2, 2009, 24Google Scholar
  2. 4.
    Stephen Gandel, “How Blockbuster Failed at Failing,” Time, Sunday, October 17, 2010,,9171,2022624,00.html, last accessed March 12, 2012.Google Scholar
  3. 6.
    Andrew Grove, Only the Paranoid Survive (New York: Crown Business, 1999), 3.Google Scholar
  4. 7.
    Laura Mazur and Louella Miles, Conversations with Marketing Masters (New York: Wiley, 2007), 20.Google Scholar
  5. 8.
    Brewer Hamish, “Delivering Real Results for More Demanding Customers,” NRF Stores,, last accessed March 12, 2012.Google Scholar
  6. 11.
    Jack Trout, Trout on Strategy (New York: McGraw-Hill, 2004), 61.Google Scholar
  7. 12.
    Al Ries, “Want to Expand Your Business? You Should Narrow Your Focus,” Advertising Age, May 9, 2011, 15.Google Scholar
  8. 13.
    Jack Neff, “P+G Plots Growth Path through Services,” Advertising Age, March 22, 2010, 22.Google Scholar
  9. 14.
    Bradford C. Kirk, Lessons from a Chief Marketing Officer (New York: McGraw-Hill, 2003), 153.Google Scholar
  10. 15.
    Luke Johnson, “There is Only One Way to be a Success,” Financial Times, August 10, 2011, 8.Google Scholar

Copyright information

© Tim Calkins 2012

Authors and Affiliations

  • Tim Calkins
    • 1
  1. 1.Kellogg School of ManagementUSA

Personalised recommendations