Before the Unicist Approach the market confrontations happened based on empirical knowledge and intuition. This produced extraordinary successes and failures.
The Unicist Approach to market confrontation introduced the knowledge of the fundamentals of conflicts and how to manage them in order to grow. It provided the fundamentals of each type of market confrontation in order to define which one is necessary and possible to succeed.
“In marketing the sales one competitor produces are lost by another competitor.
It is self-evident that when needing to gain vital space a confrontation has to occur.
It can be an implicit confrontation due to the superiority of one of the competitors or an explicit confrontation when the power of competitors is equivalent.
Confrontations need to happen within the ethics of the environment. While this ethics is respected the confrontation allows all the participants to improve their competition techniques.
But when the ethics is not respected this drives to a non manageable Market War.
The difference between a Unicist Market Confrontation and a Market War is that the objective of war is to destroy the competitor, while the objective of Unicist Market Confrontation is to build a stable relationship with the clients and the market.
To face a confrontation there are several basic attitudes that the one responsible for the competitive strategy needs to have:
- Sound knowledge of the products and the markets
- Strong identification with the company s/he represents
- Courage to deal with the implicit and explicit conflicts”
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NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a global decentralized world-class research organization in the field of human adaptive systems. https://www.unicist.net/marketing/wp-content/uploads/2012/04/turi.pdf