corporate jujitsu
when a company uses the tactics of its critics or compet-tors against them, in order to neutralize these opponents or to promote its own products or brand.
at&t might shy away from a friends & family lookalike anyway. why? because it holds 62% of the residential market, and those customers are calling other at&t customers about 62% of the time. discounting those calls would mean a huge revenue hit. mci, with its smaller residential share, can discount calls to other mci customers without suffering such a big penalty. “this is what we call corporate jujitsu,” says mci’s price. “you look for your opponent’s weakness and home in on it.” friends & family may be earning mci a black belt in marketing. — business week, 1992.03.23.
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