Magazine article Marketing

To Compete Is to Co-Operate

Magazine article Marketing

To Compete Is to Co-Operate

Article excerpt

To compete is to co-operate

The prisoner has a dilemma. Squeal on your accomplice, he is told, and you will get off scot-free, while he is imprisoned for five years. Remain silent and you will go down for at least two years. Of course, your partner in crime has been offered exactly the same deal, and if both prisoners make the individually rational decision to squeal, they create collective madness: both get five years rather than two.

Video companies, it seems, have fallen straight into the prisoner's dilemma. In-fighting between retailers and distributors defending their own corners means the planned 10m [pounds] generic ad campaign to defend the industry from the satellite onslaught may never see the light of day.

And thus it ever was. It took the sugar industry a painstaking year of talking and compromise to produce its rather banal ad campaign. And those discussions involved only two companies, Tate and Lyle and British Sugar. …

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