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Beware of Invisible Competition

This link between what people considered two very disparate companies spurred thinking about competition we cannot easily envision, or what is called “Invisible Competition” Competition isn’t really invisible, of course. But we often face competition we don’t expect, and we all can too easily overlook important signs of competitive activity. We can use the term “invisible competition” as a framework for thinking about a changing competitive landscape, new competitors, or future competition in a new light. Invisible competition can come from a new domestic company, an international company entering key markets, or a new joint venture, alliance, or merger that creates a new threat, industry shift, or paradigm change. The creation of new or invisible competitors is often stimulated by: new technology, favourable economic conditions, changes in market dynamics, changes in the attitudes or vision of competitors’ executives, or changes in consumer demographics or target audiences. […]

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Viral Marketing… to do or not to do

Viral marketing, buzz marketing – whatever you want to call it, is certainly here and here to stay, and it seems to be working. But before you jump in with everyone else, think long and hard about what you want to achieve, who you are targeting, and how you are going to use this new gang of groupies. […]