GOOD DEFENSIVE STRATEGY IS GROUNDED in information. Before you can properly react to a competitive move, you have to understand it and determine what it means to you. A military general needs information to develop a battle plan, and a business leader needs information to assemble a defense plan. As Willie Pietersen, former CEO of Tropicana, observed, “In every competitive arena, including business, you must know your enemies in order to defeat them.”1
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