Hear award-winning Kellogg professor Tim Calkins delve into the shadowy world of defensive strategy, talking about his new book Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks. He will discuss why successful companies need to have a defensive strategy, must be looking out for competitive threats, and should be prepared to defend their brand.
It doesn't matter whether you're running a plumbing business, promoting a brand of deodorant, operating a neighborhood café, or leading a small charitable organization or church. Anyone responsible for managing an enterprise has to think about defense, because the world is full of competition, and with the rise of globalization, competition is only going to increase.
In discussing his insights from Defending Your Brand, Tim Calkins will review why defensive strategy is so important, how to understand and evaluate competitive threats, and how to develop an effective defense plan. He will also discuss why innovators also need to understand defensive strategies. Before introducing a new product, it is important to think about how the existing players will respond and then revise your launch plan accordingly.
Professor of marketing at Northwestern’s Kellogg School of Management, Tim Calkins is co-director of Kellogg’s brand program. He has received numerous awards including the top teaching award at Kellogg and the Top Professor Award of the Executive MBA program in 2007, 2009, 2010 and 2011.