Abstract
IF YOU MISS THE CHANCE to eliminate a new entrant in the early stages of its launch, you have to focus on preventing a repeat. By this point the new entrant has secured distribution, gained brand awareness, and generated trial. You can’t limit awareness once people are aware; it is just too late. Similarly, you can’t block trial when people have already tried a product or service. All that is left—the only remaining opportunity for an established player—is diminishing the new entrant’s repeat rate. If a new entrant manages to get people to try its product and if customers have a good experience, there is a good chance people will buy it again or repeat. You have to focus on stopping this process.
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Notes
Claudia Penteado, “Brazil’s Northeast Goes form ‘Land of Laziness’ to Next China,” Advertising Age 82, no. 24 (June 13, 2011): 10.
Oded Shenkar, “Imitation is More Valuable Than Innovation,” Harvard Business Review 88, no. 4 (April 2010): 28.
Stephanie Thompson, “Kraft Struggles to Find Right Recipe for Meals,” Advertising Age, 74, no. 23 (June 9, 2003): 4.
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© 2012 Tim Calkins
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Calkins, T. (2012). Fighting Repeat. In: Defending Your Brand. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-51186-7_12
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DOI: https://doi.org/10.1007/978-1-137-51186-7_12
Publisher Name: Palgrave Macmillan, New York
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