HBSP (USA)
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Strategies to Fight Low-Cost Rivals (Spanish version)
Kumar, NirmalyaArticle HBS-R0612FStrategySlashing prices usually lowers profits for incumbents without driving the low-cost entrants out of business. Companies take various approaches to competing against cut-price players. Some differentiate their products--a strategy that works only in certain circumstances. Others launch low-cost businesses of their own, as many airlines did in the 1990s--a so-called dual strategy that succeeds only if companies can generate synergies between the ex...Starting at €8.20
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Don't Be Undersold!
Steenkamp, Jan-Benedict E.M.; Kumar, NirmalyaArticle HBS-R0912K-EMarketing"Aldi" is a word that strikes fear in the hearts of brand managers across Europe. A chain of low-budget retail stores with sales of $73.5 billion in 2008, Aldi invented what is commonly referred to as the hard-discount store, a format that is destroying between a quarter and a half trillion dollars in brand sales annually. Brand executives at major consumer packaged goods companies have mostly been caught off guard by this success. The authors' r...Starting at €8.20
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No se excluya del superdescuento!
Steenkamp, Jan-Benedict E.M.; Kumar, NirmalyaArticle HBS-R0912KMarketingAldi es una palabra que provoca temor en los corazones de los gerentes de marca en toda Europa. Una cadena de tiendas al por menor de bajo presupuesto con ventas de $ 73,5 mil millones en 2008, Aldi inventó lo que se conoce comúnmente como la tienda de descuento duro, un formato que está destruyendo entre un cuarto y medio billón de dólares en ventas de la marca anualmente. ejecutivos de la marca en las principales compañías de bienes de consumo ...Starting at €8.20