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Strategy Power Plays: Winning Business Ideas from the World's Greatest Strategic Minds by Karen Mccreadie, Tim Phillips

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37 BAIT THE TRAP

Sun Tzu talks repeatedly about baiting the trap to defeat the opposition. He says, ‘Hold out baits to entice the enemy. Feign disorder, and crush him’. This idea of baiting the enemy is strongly connected to the issue of deception and is an important part of The Art of War.

In a competitive business environment there is a constant battle for market share and brand dominance. And occasionally even large competitors make very public errors. The rivalry between Pepsi Cola and Coca-Cola is almost as old as time itself. Pepsi have always been No. 2 but they certainly rocked the boat when they introduced the ‘Pepsi Challenge’ – blind tasting to see if consumers could tell the two brands apart. Much to the horror of Coca-Cola's ...

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