MOST MARKETS ARE in a state of monopolistic competition. This means that one large company controls most of the market, and sets the pace, and the other companies in the market have to follow the leader. Many companies find themselves at a disadvantage when they are competing against the market leader—the leader controls the sources of supply, has the biggest advertising budget, and often controls the distribution network.
This doesn’t mean the others can’t compete—it just means they need to act more like judo wrestlers, and turn the leader’s strengths against it.
When Avis ...
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