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When and how to use a “fighter brand” to combat a low-price entry

When and how to use a “fighter brand” to combat a low-price entry Managers have become wary of launching fighter brands. But they should not give up on a fighter brand strategy altogether: under certain conditions a fighter brand can be effective, if it is correctly positioned.Design/methodology/approachThe authors’ decision-making framework to help managers think through the specific design of a fighter brand is supported by field experience in designing and successfully launching fighter brands. 10; The framework takes managers through four steps. 10;FindingsA fighter brand can be designed to combat, and ideally eliminate, low-price competitors while protecting an organization’s premium-price offerings.Practical implicationsIdentifying must-have features “must-haves” is at the core of the fighter brand framework.Originality/valueIf a company’s strategists can identify at least one unique must-have feature for the value segment with high certainty, and remove it from the fighter brand targeted at the price segment, the risk of cannibalization is minimal. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategy & Leadership Emerald Publishing

When and how to use a “fighter brand” to combat a low-price entry

Strategy & Leadership , Volume 50 (2): 6 – Mar 16, 2022

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1087-8572
eISSN
1087-8572
DOI
10.1108/sl-01-2022-0002
Publisher site
See Article on Publisher Site

Abstract

Managers have become wary of launching fighter brands. But they should not give up on a fighter brand strategy altogether: under certain conditions a fighter brand can be effective, if it is correctly positioned.Design/methodology/approachThe authors’ decision-making framework to help managers think through the specific design of a fighter brand is supported by field experience in designing and successfully launching fighter brands. 10; The framework takes managers through four steps. 10;FindingsA fighter brand can be designed to combat, and ideally eliminate, low-price competitors while protecting an organization’s premium-price offerings.Practical implicationsIdentifying must-have features “must-haves” is at the core of the fighter brand framework.Originality/valueIf a company’s strategists can identify at least one unique must-have feature for the value segment with high certainty, and remove it from the fighter brand targeted at the price segment, the risk of cannibalization is minimal.

Journal

Strategy & LeadershipEmerald Publishing

Published: Mar 16, 2022

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