To Deepen or to Broaden a Strategy
Consider, for example, Enterprise Rent-a-Car, the biggest car rental company in North America. It entered the car-rental market in 1957, at a time when established companies such as Hertz and Avis dominated the market. Yet, despite being a new entrant attacking established players with considerable first-mover advantages, Enterprise thrived. How did they do it? Rather than target travellers as ... ................
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