Microsoft has continues their thrust into the enterprise software market with their recent acquisition and expansion of their security software.  As they do so, they enter a crowded space led by industry titans such as Symantec. To get a feel as to how entrenched competitors are reacting to the expansion plans of an otherwise industry…

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Symantec continues to battle Microsoft’s foray into the computer security software market through a public relations campaign, yet they have not responded in matching Microsoft’s price.  Why make a public response but privately ignore a potential price response?  Because other options are more profitable. A Price Reaction Would Be Harmful We can understand the cost…

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As one who is involved in trademark infringement litigation surveys, I have discovered the Internet as a means of probing the marketplace to learn if consumers are confused about various products or services. There are a number of ways to find this information. The most often used ways – other than the Internet – are…

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Value First, Cost Second Price is not the competitive equalizer. Value is. Consider how to communicate your value proposition properly. Communicating the value isn’t a once-off thing. Repeat your message and leverage multiple communication vehicles. Internet surveys are inexpensive and quick, but that doesn’t make them all-purpose solutions. Match the market research tool to the…

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