Keep the Baby, Discard the Bathwater, then Shift Dimensions

Price Leadership and Followership are not ideas stuck in yesteryear. Tobacco, shipping, and many others are able to execute and profit.
Branding, whether “house of brands” or “branded house”, remains a driver of results even in age of PR and Web 2.0.
In trademark litigation, the only clear victors are the lawyers. Learn to negotiate without resorting to Gladiators.
Money is not the only dimension to negotiate. Learn how to drive agreement by exploring other issues related to the decision.
Win by competing on non-price dimensions, ones which leverage your competitive advantage.
Price wars are like any other negative-sum game. A majority of the time, they leave dead soldiers and no victors.

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