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The Tenet Of Guerilla Warfare

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The first tenet of guerilla warfare is to disregard the strategies that typically define conflicts. Disposing of these tactics, and thinking in a lateral direction, can afford a tactical advantage over a more cumbersome and habitual foe. This competitive advantage can often mean the difference between victory and defeat, and can be necessary to establish dominance within the area of conflict. Jay Conrad Levinson (2007) was the first to directly apply these concepts to the business world with a method of promotion he publicized in 1984 as guerilla marketing. Strategists Ries and Trout (1986) quickly followed with their push to embrace analogies between the marketing and military world, and subsequently the marketing warfare strategies …show more content…

Benefits to Small Business The Bolton Committee (1971) sought to define small enterprise by the following criteria: they own a small market share, are managed by owners or co owners and operate independently of any large firm (as cited in Bach, 2007, p.15). Bach (2007) concluded that, in an effort to survive against the influence of larger businesses with their expanded budgets and reach, these small businesses must rely on their ability to innovate and segment the market. These enterprises are critical for employing workers across the job market and further spurning competitiveness (Bach, 2007). Gruber (2004) noted that, in addition to limited financial resources, small and new businesses are often restricted by the uncertainty of market predictability and marketing planning. Doyle’s research surmised that due to these externalities the process of building credibility and establishing competitive advantage - regarded as one of the most important determinants in early success - could most effectively be achieved through unconventional means (as cited in Gruber, 2004, p.188). This entirely different approach, in which large ad budgets don’t exist, has numerous benefits.
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