Picking Your Battles with Low-Cost Competitors

Many vendors are grappling with the challenge of fending off low-cost competitors flooding the market with cheap products and enticing partners with generous margins. The real issue, however, may not be about lowering prices to stay competitive. Instead, it’s worth considering whether the partners and buyers who defect are truly the ones you want to work with. During a visit to Berlin, Larry Walsh reflects on the importance of focusing on ideal customer profiles and strategically choosing where to stake a claim in the market—even if it means ceding some segments to low-cost competitors.


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