Playbook for Competitive Price Engagement

Anthropologists have identified a relatively consistent pattern in the structure of ancient civilizations: they tend to have a core, tributary (semi-periphery) zone, and raiding zone (periphery). Similarly, it can be argued that many companies serve three market segments: natural, competitive, and opportunistic. Sun Tzu would likely state that it is best to avoid directly engaging the raiding zone unless it can either be won and held peacefully or else engagement cannot be avoided. As it is with international engagements, so it is with company-competitive engagements.