Contains four short stories about small business difficult large companies. Demonstrates some of the ideas that have been called “Judo Strategy.” In any case, one can argue that small businesses use to great company the size and term to limit the big companies and tries an opportunity for the small company. The four vignettes are: (1) Softsoap liquid soap market creates the pioneers with little competition, at least initially, by the established manufacturers soap, (2) Red Bull and do … Read more »

Contains four short stories about small business difficult large companies. Demonstrates some of the ideas that have been called “Judo Strategy.” In any case, one can argue that small businesses use to great company the size and term to limit the big companies and tries an opportunity for the small company. The four vignettes are: (1) Softsoap pioneers creates the liquid soap market with little competition, at least initially, by the established manufacturers soap, (2) Red Bull dominates the energy drink market with little competition from established early beverage manufacturers; (3) UK supermarket chains are trying to enter the retail gasoline market, but trigger an aggressive price response from the integrated majors, and (4) Freeserve is making great progress in the UK ISP market against dominant incumbent AOL. Each occurrence shows ideas as “Judo Strategy” – situations in which small competitors use the size and term of office of a larger company, opportunities to make inroads against the big companies (without finding effective countermeasures or defense as to argue some authors, can throw a little person a great person with judo techniques using the larger person’s weight and inertia against him).
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from
Kenneth Corts,
Debbie Free
Source: Harvard Business School
7 pages.
Release Date: 09 June 2003. Prod #: 703 454 PDF-ENG
Judo in Action HBR case solution