TY  - GEN
AU  - Sheth, Jagdish
AU  - Sisodia, Rajendra 
TI  - The rule of three: surviving and thriving in competitive markets
SN  - 9780743205603
U1  - 658 
PY  - 2002///
CY  - New York
PB  - The Free Press
KW  - Competition
KW  - Efficiency, Industrial
N2  - Drawing on years of research covering hundreds of industries both local and global,  The Rule of Three documents the evolution of markets into two complementary sectors -- generalists,  which cater to a large,  mainstream group of customers; and specialists,  which satisfy the needs of customers at both the high and low ends of the market. Any company caught in the middle (the ditch) is likely to be swallowed up or destroyed. Sheth and Sisodia show how most markets resemble a shopping mall with specialty shops anchored by large stores. Drawing wisdom from these markets,  The Rule of Three offers counterintuitive insights,  with suggested strategies for the Big 3 players,  as well as for mid-sized companies that may want to mount a challenge and for specialists striving to flourish in the shadow of industry giants. The book explains how to recognize signs of market disruptions that can result in serious reversals and upheavals for companies caught unprepared.
ER  -