How Aggressive Innovation Can Help Your Company

Abstract

When a company is considering a major strategic move, a key issue is predicting the speed and extent of the competition's response to that move. Under ideal circumstances, countermoves are blocked by substantial entry barriers (discussed extensively by Porter) which keep new competitors from entering the market and limit the mobility of the existing competitors within the industry. These barriers can be structural traits within an industry that discourage entry or barriers erected by the firm making the strategic move (aggressor) which discourage the competition from matching or countering the move.

Citation

MacMillan, I.C. and McCaffery, M.L. (1982), "How Aggressive Innovation Can Help Your Company", Journal of Business Strategy, Vol. 2 No. 4, pp. 115-119. https://doi.org/10.1108/eb038950