Innovation is the only way for companies to avoid clashes that leave both sides weakened, writes Rutgers professor Dr. Richard Mammone. Instead of engaging in destructive price wars and head-to-head ad campaigns, Mammone argues, companies should focus their energy on finding new approaches to existing markets in the hope of obviating the need for direct conflict. "The best type of market growth comes from making the pie larger for everyone, rather than just making your slice larger within the pie," Mammone adds.

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