Abstract
IF CONSUMERS DON’T TRY A product, they won’t buy it again. This is why limiting trial is at the heart of defensive strategy, with many of the most intense battles playing out in this realm. If you can reduce the number of people who try your competitor’s product, you can be quite confident it will fail to develop into a successful, established business.
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Notes
David J. Bryce, Jeffrey H. Dyer, and Nile W. Hatch, “Competing Against Free,” Harvard Business Review 89, no. 6 (June 2011): 108.
Stephen Denny, Killing Giants (New York: Portfolio/Penguin, 2011), 88.
Karen Dillon interview of A. G. Lafley, “I Think of my Failures as a Gift,” Harvard-Business Review 89, no. 4 (April 2011): 87.
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© 2012 Tim Calkins
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Calkins, T. (2012). Preventing Trial. In: Defending Your Brand. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-51186-7_11
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DOI: https://doi.org/10.1007/978-1-137-51186-7_11
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