Marketing the brandMarketing the Brand

From Adapting to the Market to Shaping the Market

MM – Das IndustrieMagazin, August 18, 2003

More and more cost savings, cutting until you can’t cut any farther, price discounts on products and services with ever diminishing profit margins — it gradually becomes evident that the price-cost squeeze cannot become continuously tighter without end. Many companies have been pushed into defensive positions through fear of the com-petition. With their backs to the wall, they try even harder to adapt to the market.