$HARE Wars

Smith, Robert D.; Cressman Jr., George E.
November 2007
Marketing Management;Nov2007, Vol. 16 Issue 6, p28
Share growth strategies in mature markets often lead to destructive price wars. Strategies for mature markets are more profitable for most firms when they focus on creating increased value delivery. Key to succeeding in mature markets is greater precision in customer targeting, careful design of offerings, and negotiating tactics that force customers to pay for value delivery. Profitable growth in mature markets also requires sophisticated competitive strategies using careful forecasting of potential competitive actions.


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