“If you know the enemy and know yourself, you need not fear the result of a hundred battles.” –Sun Tzu, The Art of War In every competition you face, you will have advantages over your competitors, and you will have disadvantages. If that isn’t the case, it really isn’t much of a competition. Every market…

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In free markets, competition is the norm, not the exception, and that competition will limit your latitude for pricing. When competitors lower prices or new competition enters at a lower price, many a novice manager’s gut reaction is to lower prices—but the cost of price concessions may be higher than the cost of customer losses. Experience will temper these beginner instincts over time, but there must be easier and less costly ways to identify the proper reaction to competitive price moves… Enter the Strategic Pricing Reaction Matrix.

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