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Case
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Reference no. 9-708-S34
Spanish language
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 9 June 2003
Revision date: 18-Jun-2018
Length: 7 pages
Data source: Published sources

Abstract

This is a Spanish version. Contains four short stories about small firms challenging large firms. Illustrates some of the ideas that have been termed 'judo strategy.' In each case, one can argue that the small firm attempts to use the large firm's size and incumbency to constrain the large firm and provide an opportunity for the small firm. The four vignettes are: (1) Softsoap pioneers the liquid soap market with little competition, at least initially, from the incumbent bar soap manufacturers; (2) Red Bull creates and dominates the energy drink market with little early competition from incumbent beverage companies; (3) UK supermarket chains attempt to enter the retail gasoline market but trigger an aggressive price response from the integrated majors; and (4) Freeserve makes large inroads in the UK ISP market against dominant incumbent AOL. Each occurrence demonstrates ideas considered 'judo strategy' - situations in which small competitors exploit the size and incumbency of a larger firm to find opportunities to make inroads against the large firm without effective retaliation or defense (just as, some authors argue, a small person can throw a large person with judo techniques by using the larger person's weight and inertia against him).
Other setting(s):
1970-1990

About

Abstract

This is a Spanish version. Contains four short stories about small firms challenging large firms. Illustrates some of the ideas that have been termed 'judo strategy.' In each case, one can argue that the small firm attempts to use the large firm's size and incumbency to constrain the large firm and provide an opportunity for the small firm. The four vignettes are: (1) Softsoap pioneers the liquid soap market with little competition, at least initially, from the incumbent bar soap manufacturers; (2) Red Bull creates and dominates the energy drink market with little early competition from incumbent beverage companies; (3) UK supermarket chains attempt to enter the retail gasoline market but trigger an aggressive price response from the integrated majors; and (4) Freeserve makes large inroads in the UK ISP market against dominant incumbent AOL. Each occurrence demonstrates ideas considered 'judo strategy' - situations in which small competitors exploit the size and incumbency of a larger firm to find opportunities to make inroads against the large firm without effective retaliation or defense (just as, some authors argue, a small person can throw a large person with judo techniques by using the larger person's weight and inertia against him).

Settings

Other setting(s):
1970-1990

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