Unilever has taken a dominant position (65 percent market share)in the Vietnamese laundry detergent market by employing an investment and marketing campaign that decimated the market position of the local,incumbent competitors.According to the Stalk and Lachenauer book,this is an example of ________ strategy.

Question

Quizplus · Accepted Answer

While many hardball strategies are subtle and indirect, this one is not. This is a full-frontal attack whereby a firm commits significant resources to a major campaign to weaken rival positions in certain markets. Firms must be sure they have the mass and stamina required to win before they declare war against a rival.

Unilever Has Taken a Dominant Position (65 Percent Market Share)in