Battling the Price Chasm
Brand leaders expect challenger brands to compete at a price somewhere below their own - it is a conventional strategy. But today a breed of deep-discounters and disruptive innovators are opening up price chasms. The old rules of haughty brand superiority are outmoded and new competitive skills are needed. Tony Cram looks at successful examples of how brand leaders have fought back.
Cram, T. (2004) Battling the Price Chasm, 360° The Ashridge Journal, Autumn, pp. 11 - 15