L'Envers du business, par Harvard Business Review Pourquoi vouloir éliminer ses concurrents est une erreur stratégique
Apr 24, 2025
Frédéric Fréry, a Professor at ESCP Business School and author of "100 idées impertinentes pour mieux manager," sheds light on major misconceptions in business strategy. He argues that attempting to eliminate competitors is a strategic blunder, as multiple providers create credibility and establish market standards. Using examples like Tesla and Salomon, he explains how competition fosters innovation and stability, stressing that businesses should focus on attracting customers rather than destroying rivals. His insights are both provocative and enlightening!
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Credibility Comes From Multiple Players
- Being one of several suppliers can make a new technology or offer credible to customers.
- Frédéric Fréry explains that multiple vendors reassure clients and help establish standards like Tesla or Google did.
Differentiation Needs A Reference
- You cannot differentiate without a reference to differentiate from.
- Frédéric Fréry notes that positioning (upmarket or low-cost) needs existing alternatives to be meaningful.
Salomon's Strategic Restraint
- Salomon chose not to crush competitors despite a cost advantage and instead priced just low enough to pressure rivals.
- This preserved margins because competitors spent energy defending prices, acting as a shield for Salomon.
