Rule Breaking Enterprises
The study of diverse businesses that have created success on hard-pressed market, has shown us that it can be a positive thing to take up residence in a very competitive trade. The usual understanding is that if a market is generally not especially attractive and a particular company simultaneously stands in a weak position, then it ought to leave the battleground. But this is not necessarily true. As a matter of fact; many of the rule breakers we present in this book have created great degrees of profit in sectors that others have judged as quite unattractive.
The fact that even in hyper competitive markets there are companies that manage to create growth and profits by breaking the accepted rules is the underlying point of this book. This ought to bring both hope and a call to action for those companies that find themselves under pressure right now. In these cases, the rule breaking strategies in this book can be used for inspiration.