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How to Manage an Aggressive Competitor
How can firms develop a competitive defense strategy that minimizes both the self-inflicted and competitor-inflicted damages of price competition? Before acting to defend market share or initiate price cuts, managers must anticipate the long-term strategic consequences and weigh them against the short-term benefits. A pricing decision should never be made simply to make the next sale or meet some short-term sales objective, but to enhance the firm's long-term ability to operate profitably. Pricing is like playing chess. Those who make moves one at a time--seeking to minimize immediate losses or exploit immediate opportunities--will invariably lose to those who envision the game a few moves ahead.