HBSP (USA)
-
Should You Launch a Fighter Brand? (Spanish version)
Ritson, MarkArticle HBS-R0910KStrategylaunching a fighter brand. A fighter brand is designed to protect a premium offering by combating, and ideally eliminating, its cheaper competitors. The textbook example is Busch beer, which Anheuser-Busch introduced in 1955 at half the wholesale price of Budweiser. Busch fended off the inexpensive regional beers that were eating into Bud's sales and, even better, opened up a brand-new market segment for the company. Unfortunately, such victorie...Starting at €8.20