Chapter 14The West: Product => Solution and InnovationModifying the Western Way Based on Your New Market Goals
The general who wins a battle makes many calculations in his temple before the battle is fought. The general who loses a battle makes but few calculations beforehand. Thus do many calculations lead to victory, and few calculations to defeat.
—Sun Tzu, The Art of War
Product Superiority Doesn't Always Win
One of the most significant changes that a Western company needs to make in their sales positioning strategy in emerging markets, as well as in established markets, is taking a solutions approach to ...
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