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Planning the Defense

In: Defending Your Brand

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  • Tim Calkins

    (Kellogg School of Management)

Abstract

ONCE YOU’VE MADE THE IMPORTANT decision to defend, your focus needs to quickly shift to actually planning the effort. This is the stage where you figure out what precisely you will do and when you will do it. This is when you must think through all the defensive options, select the best ones, and then mobilize to execute the plan.

Suggested Citation

  • Tim Calkins, 2012. "Planning the Defense," Palgrave Macmillan Books, in: Defending Your Brand, chapter 0, pages 117-135, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-51186-7_7
    DOI: 10.1007/978-1-137-51186-7_7
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