3 Rules (A Globally Recognized Corporate Positioning Criterion)

Author: Jagdish Sheth
Publisher:
Publish Date: 2004-01-01
Features: Take any industry, and you will find three powerful and efficient companies controlling 70%–90% of the market share. McDonald's, Burger King, and Wendy's; Nike, Adidas, Reebok; General Mills, Kellogg's, and Post; Johnson & Johnson, and Pfizer. After long-term observation of industry development, the author found that if there is minimal artificial intervention, allowing the industry to naturally integrate and evolve, it typically leaves behind "comprehensive generalist enterprises with full product lines," along with many small "specialist enterprises," and some stuck in the "valley" between high and low standards. The 3 Laws provides a simple and clear framework to help readers quickly identify a company's positioning point and corresponding strategies. Take any industry, and you will find three powerful and efficient companies controlling 70%–90% of the market share. McDonald's, Burger King, and Wendy's; Nike, Adidas, Reebok; General Mills, Kellogg's, and Post; Johnson & Johnson, and Pfizer. After long-term observation of industry development, the author found that if there is minimal artificial intervention, allowing the industry to naturally integrate and evolve, it typically leaves behind "comprehensive generalist enterprises with full product lines," along with many small "specialist enterprises," and some stuck in the "valley" between high and low standards. The 3 Laws provides a simple and clear framework to help readers quickly identify a company's positioning point and corresponding strategies.