Judo in Action, Article Review Example

This case study was interesting for a number of reasons. I learned that many organizations often compete with other similar companies in the public forum, but that they often wage a war within themselves in an effort to “one up” their competitors. Unfortunately, these circumstances often backfire when companies do not succeed but rather fail with these efforts. In addition, a competitive advantage is not solely based upon achieving the greatest level of market share. Rather, it is also dependent upon factors such as exposure, product quality, customer preferences, and product visibility. Under these conditions, organizations may find themselves with a huge success on their hands or a critical failure. Organizations must find a unique balance to remain a step ahead of the competition and to achieve optimal innovation and exclusivity in challenging markets.

I also learned that in the world of product launches and development, buzz is everything. The example of Red Bull and the fallacy of its contents is important because the belief that the product was made from bull testicles allowed people throughout the industry as well as consumers to talk about the product and question its contents. In the world of product development in many categories, buzz is buzz, both good and bad. With this belief, the product became more interesting and attractive to discuss and potentially purchase. It is important for organizations to make their products known in the marketplace and to consumers, even if the buzz is not always positive and favorable. The chances of the product having a successful launch and longevity are greater when the product is well known by the masses. This marketing approach is essential to achieve successful results on a long term basis in a highly saturated competitive marketplace.

Works Cited

Corts, Kenneth S., and Deborah Freier. Judo in Action. Case Study. Boston. Harvard Business School, 2003. Web. 10 February 2013.