Rule of Three: Jagdish Sheth and Rajendra Sisodia
Introduction
Jagdish Sheth and Rajendra Sisodia suggested this thoery. Its about surviving and thriving in a competitive market. They put forth the theory that just three major players ultimately emerge in all markets - such as ExxonMobil, Texaco, and Chevron in petroleum, and Gerber, Beech-Nut, and Heinz in baby foods.

The PC industry is moving in this direction as well - with Dell, HPQ (that merger eliminated one) and either Sony or Lenovo as the third.

There is a reason Johnson and Johnson has a rule that if you can't be #1 or #2 in the market - DON'T ENTER IT.

These three "giants" will be surrounded by "specialists" that will own niche areas. Examples of this are Apple or Toshiba for computing (Apple owns the design and education space and Toshiba is known for its laptops), or mid-size dwellers that struggle to reach a large enough audience (Gateway).

It also suggests that - If your marketing strategy does not allow you to dominate a market or niche, you probably need a new marketing strategy.

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