Chapter 4. Defense: The eight strategic movements
“This animal is very wicked: when it is attacked it defends itself.”
|--Théodore P. K., La Ménagerie|
“Those who defend everything, defend nothing.”
|--Ferdinand Foch, Marshal of France, Principles of War|
There are essentially eight defense strategies:
Creating entry barriers (fixed and mobile).
Holding the ground.
If attack = entry + unprovoked, defense is a strategy where one of these two elements is absent. In three strategies (1, 2 and 7) the company does not enter a new market, but ‘stands still’ – signaling, creating entry barriers (fixed or mobile), or simply holding the ground.
Alternatively, the company ...