Abstract
THE WORLD OF BUSINESS IS full of astonishing stories about companies that led their industry and then stumbled when they failed to respond to competitive threats. When faced with a competitive attack, the executives decided not to defend and then suffered the consequences. For this reason, the key question—whether to defend or not—is critically important.
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Notes
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© 2012 Tim Calkins
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Calkins, T. (2012). The Key Question. In: Defending Your Brand. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-51186-7_6
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DOI: https://doi.org/10.1007/978-1-137-51186-7_6
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