Strategy Moves: 14 complete attack and defense strategies for competitive advantage

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

Introduction

There are essentially eight defense strategies:

1. Signaling.

2. Creating entry barriers (fixed and mobile).

3. Global service.

4. Pre-emptive strike.

5. Blocking.

6. Counter-attack.

7. Holding the ground.

8. Withdrawal.

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 ...