Rule followers versus rule breakers
Industries are populated by firms that submissively seek rewards under the broader conditions of environment; these llo firms surf the waves and try to best manage the risks ng imposed by changes in the environment.
Suppose we call them Type A international marketers or rule followers.
Type A firms are willing to follow the rules and opt for a lower or level of risk in return for more stability and security The second group Type B international market are rule breakers. They define the rules of game and change the m competitive terrain to their favor. Apple, Dell, Lego n- Amazon, and Facebook can be given as examples. Thes of are players that preempt firm transformation by ensuring adaptability of the environment to their own game Through r- their marketing sensory skills, the rule breakers are ts see ten things where others see only one in the horizon. By t- connecting upstream and downstream in both directions rs rule breakers broaden the variation between the fit and s. misfit by shaping relevant practice. They see the disruptive l influence of four forces as a breakout possibility and d capitalize on the opportunity. The future belongs to these firms rule breakers or Type B players.