The art of war - and marketing yogurt

摘要

A recent article in the Harvard Business Review, titled "Strategies to Crack Well-Guarded Markets*", provides some useful insights for dairy companies trying to work out a strategy that will enable them to compete in Europe's crowded supermarket aisles. The authors studied the strategies - and performance - of hundreds of companies that had tried to break into established markets. One of their salient conclusions is one that will be familiar to anyone who has ever had any military training or studied military history - and indeed the authors point out that it is the key lesson from centuries of warfare.