Companies such as Zimbra, Inc. and Best Practices LLC enhanced their entrepreneurial positions by using competitive aggressiveness techniques such as entering the marketplace with drastically lower prices and by copying successful business models.

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Exhibit 12.7 suggests two of the ways competitively aggressive firms enhance their entrepreneurial position. Using open-source software, California-based Zimbra, Inc. has become a leader in messaging and collaboration software. Its product costs about one-third less than its direct competitor Microsoft Exchange. Zimbra generated 4.3 billion USD in sales in 2012. Best Practices LLC is a North Carolina consulting group that seeks out best practices and then repackages and resells them. With annual revenues in excess of 8 million USD, Best Practices has become a leader in continuous improvement and benchmarking strategies.

Companies Such as Zimbra, Inc