Monkey elephant rule(猴子大象法则)
Monkey elephant rule(猴子大象法则)
Monkey elephant rule
The monkey elephant - Law: in order to win, The weak overcame the strong.
Catalog
[hide]
1 monkeys - An Introduction to the laws of elephants
2 monkey - Elephant rule case
2.1 case 1
2.2 case two =
[Edit] monkey - Elephant rule introduction
Founder: Henderson (Bruce Henderson), he established in 1963 the world's leading companies engaged in "corporate strategy" services - Consultants (Boston Consulting Group). He believes that any company in order to succeed, the most important thing is to compete in the market; to compete, there must be a market analysis and a complete set of strategies. He was tall, rude, like a battlefield generals have experienced years of wind and frost.
The elephant can step on the monkey, but the monkey can also disturb the elephant and cause the elephant to suffer setbacks.
The law is: the bigger the elephant, the bigger the monkey's
chances of winning.
Role: elephant - a large company; monkey - a small flexible
company.
Management Law
A L continued
Placebo effect Luvis theorem
Aerbade theorem of Ramsden's law
The black box model of blue sneden principle
Albright law trash theory
The Armstrong rule Renberg theorem
Asfadze Ray Bo J's law
Ai Chi Boone theorem, lazy ant effect
The arrow cannot
Theorem complain effect
Ai Dehua theorem; Rock advice
Iacocca with Faz Latour's law
Aronson effect of Runyan's law
Suggestion effect
Aetna effect M
Amino acid combination effect cask principle
B Murphy's law
Peter principle; mushroom Management Law
The Matthew effect is not worth the law
Baer effect
Bowling effect, MIG 25 effect
Britt theorem horsefly effect
The law of Babylon elimination rule
Berlin's law, McClelland's law
Buffett's law, target displacement effect
Peters maycock law law
Moss theorem
America is a good effect Buridan effect
Potter's law, Maslow's Theory
Bliss theorem, Mandino's law
The Potter rule "phenomenon
Brown's law; caterpillar effect
Burns's law, Moore's law
Bliss doctrine
Celebrity effect
Byron's law, N
Ice cream philosophy catfish effect
Law of south wind
Bonney human law Nirenberg principle
Glass ceiling effect
Barnum effect of Nelson principle
Halfway effect Hill seventeen
Success principle
Bernard effect; birdcage effect
Beibo law O
Marginal effect Occam's razor law
Spinach law ogilvys law
Labeling effect, the law of fantasy
Cup theory, Ogilvy principle
When the horse Oufusituo effect principle
Moving iron test P
C Crab Effect
Long tail theory, Pareto's law
Hedgehog's law, Parkinson's law
The bullwhip effect had Marley Weng effect
The broken window effect of the magnet rule
Law of magnetism, Pearce's law
Cai "effect of Pilkington theorem
Herd effect, Pierre Cardin's theorem
The authority effect; the Beatles rule
Contrast effect of memory effect
Transfinite effect Q
Globalization, chain law, group pressure
Contagion effect, Jobs's law
The law of participation, dog, mastiff effect
By theorem of frog rules
House effect; George theorem
The embarrassing effect; the tail rule
D strong law
Domino effect ciganik effect
Davido's law, mood effect
Inverted Pyramid management act R
Positioning rule hot stove law
Daiei law flexible management law
The Duilio theorem of Confucianism Dover law
Rock's law
Dixie suggests human nature theorem
Beacon effect | sharpening effect
Davydov's law, S
Denimo's rule of three
Law of laws
Du Pont law; dam type management law
Threshold effect
Patch effect niche rule
Waiting effect
Dessy effect
Dirichlet law
Multi look effect
E sashimi theory
250 law tunnel visual field effect
Devil effect
F 500 strong enterprise classics
Canon Management Law
Frost's law; two cask theory
Distortion effect
The appropriate law
Flywheel effect, Stein's theorem
Frisch Schwartz judgment rule
Soapy water effect, Schoen's theorem
Veblen effect Steele's law
Farrell principle of Steiner theorem
Fesno theorem
Griffith rule "4+2" rule
The rejuvenation effect of thinking inertia effect
Feedback effect; social loafing effect
Counter cask principle; Su Dongpo effect
Freud forest slip effect
G sage theory
Reputation magnetic field
Halo effect T
Gresham's law Tongren law
body language
The old theorem; flea effect
Treme's head of communication effect
Management communication theory kick cat effect
Communication infinity theory
Goodman's theorem, Terry's law
Good law; nail effect
Grignard effect
Gufeng soup effect principle
Fruit effect that Troy
Excessive cause effect; projective effect
Excessive learning effect
Functional fixation theory of head fish
Sensory deprivation, experiment, ostrich policy
Spade test
Attitude change-
Candy experiment W
Wang Yongqing's law of emotional effects
Symbiosis effect of Wei Terai law
Cooper Werwilson law theory
H Wilder theorem
Flowerpots effect, Weng lattice, Marie effect
Peanut test
Environment poised
Black hole effect
The butterfly effect woersen rule
Hawthorne effect, Walton's law
The laws of cooperation in Washington, Watson's law
The monkey Wang judgment theory
Reciprocity law, Welch principle
Jay Henry's law
No discount rule for ocean tide effect
Hengshan law, Wortmann's law
Hayne's law, weapon effect
The law of monkeys and elephants X
A new rule of law of cask
Confidence gained
White's law, law of slope, sphere
Shapiro Hamer law law
Bad apple rule, West Point
Classical law
Hobson, choice effect, hope effect
Heinrich's rule; vanity effect
Harmony theorem Y
Hello effect; herd effect theory
J "100-1=0" law
Wine and sewage law fish bowl theory
The law of doubling influences the world
The 100 law
Goldfish bowl effect; ant colony effect
Ziegler theorem, Jacobs theorem
Gilbert's law, imprinting effect
Theorem 150 law jig
Ji Delin's law, Yerkes-Dodson
rule
Competitive advantage effect; Johnson effect
Prison role simulation
Experimental mallard spirit
Ratchet effect
Recency effect
Empirical logic
Inference effect; advantage enrichment; effect
Metal cutting test; delay meet; experiment
K law of causation
Harsh Cena's law, heterosexual psychology
Occer goose effect
Opposite sex effect
brewing effect
Ownership effect
Kanter's law, Z
About the law of pig game theory
Carych theorem, crash theory
Covey theorem, philosophy of water supply
Kalzen's theorem, boiling frog effect
Stereotypic effect; self eating; cub effect
L self reference effect
Renier effect; self selection effect
Zero sum game theory of tent
Kolmogorov theorem; maximum temperature effect
Jansen's effect
Renier effect; responsibility dispersion; effect
Cockroach effect
Seat comfort
[editor]
[Edit] monkey - Elephant rule case
[Edit] case one
Elephant: Westinghouse
Monkey: Li Lan company
Situation:
One day,
Li Lan, sales manager of the company please customers of M company general manager and purchasing supervisor to go to the beach to participate in the "clambake" -- we understand the "food and drink" -- there is no telephone, try to reduce the external interference; frequent Quanjiu, try to make them drunk. "After three drinks," said M's purchasing director, "why don't you Li blue company give us a lower price?"" Li Lan's manager replied: "if we cut the price down, you will find less than our suppliers" -- the implication is that we have room for price cuts, also have the desire, but we are not afraid to protect, but also abandoned. "No, we never do that," said M's managing director!" In this brotherhood, the "good brothers" atmosphere, Li Lan's manager said: "if you can guarantee the next 1 years all the business to us, we are willing to reduce the price by 20%."
So M made a commitment to finalize the deal. Li Lan began to lower the price of supply to the M company, and another supplier, Westinghouse was driven off! Westinghouse heard the wind, the sales manager had angrily find Li Lan Sales Manager: "you have broken our price agreement! You have always insisted that you abide by it!" For small companies in order not to be large-scale Westinghouse pressure, had a "cartel" signed a price agreement
in the past, Li Lan always had "posted" strategy. Now feel tough wings, it broke out with!
Beforehand, Li blue full do research: 1, cartel (meaning: Cartel) was illegal; 2, if the price is to Westinghouse, started a price war with Li Lan, it would have to be many other similar product prices are down, but these products are not supplied to the M company. Even as Li Lan is not all products supplied to M, Westinghouse is a big thing, many kinds of products, making it only swallow that flies away, M, another customer, there is no better way. The monkey defeated the elephant. At least make a small setback for the elephant.
[Edit] case two =
Elephant: Procter & Gamble
Monkey: Harar company
Situation:
Harar in 1967, with the buyout "formula 409" cleaning spray wholesale rights, has accounted for 5% of the U. S. detergent market, almost 50% of the cleaning spray market. The Harar company and its owner, Mr. Harar, have been unusually comfortable. One day of the year, the king of household products - Procter & Gamble began jealous. It has launched a cleaning spray called "novelty". Harar's business has suffered a major problem - apparently it is not rival Procter & gamble.
According to P & G practice, it is creating, naming, packaging,
testing and promotion of "novelty" this product, to invest a lot of money, but also through the questionnaire survey, individual and collective access to psychology and statistics, but also consumes a large amount of market research expenses. The P & G product trial in Denver City, with the great in strength and impetus. At the same time, advertising campaigns were launched in the country with large sums of money. In Denver as a result of the trial group report: "invincible, therefore, Procter & Gamble, gain a complete victory" confidence in the atmosphere Beaming with Joy full of vanity, has also been fully meet.
Harar feels fear - the information he receives suggests that he is about to be kicked out of the market for clean water; he is going to break down - he must calm down and set up a counter plot". Harar decided to take three steps: 1, to disturb the enemy's line of sight; 2, against the enemy officer confidence; 3, limit the enemy products in the market sales, which, because of poor sales, it is difficult to cover a lot of money has been invested in and out of the "new" product project.
First of all, when Procter & Gamble's trial sale in Denver, Harar withdrew its own formula 409 from Denver". There were two forms to choose from: the first,
Remove all of your products from the shelves; second, first stop advertising and promotion in Denver, then stop supplying, and gradually make the shop no longer available. Attention: Strategy in the "rationale" on the depth of attention, generally set to second layers, the odds of more than 80%. These two forms of withdrawal are actually the first and 22 layers
of the "conspiracy" in Harar. Harar chose the second floor, because if you choose the first floor, it is easy for the enemy to find out. He finished the guerrilla warfare quietly and quickly".
Harar has succeeded. It is a trial, P & G has been so smug and arrogant. Then, take the second step. Listed in the Procter & Gamble "novelty" large area, is preparing to carry out a nationwide "sweeping offensive", Harar "formula 409" to 50% of the original price dumping, Procter & Gamble executives think originally "Harar is not in the market", but now feel be taken by surprise. At the same time the implementation of the third step, Harar advertising broadcast: "preferential time limited wantonly!" As a result, general cleaning spray consumers in a very short period of time, almost purchased more than six months can be used "formula 409" cleaning spray. That is, P & G's "novelty" is again good, even though the price but also follow up, consumers in the second half of this year also do not need to buy such goods!
Under the confidence blow, the product appears on the market to be seriously unsalable, the Procter & Gamble internal starts to think that "novelty" is a "wrong product", in the discussion, has to cancel "the novelty" production and sale plan. Harar wins a lot of risk. That's what small companies do. But it's a fairy monkey who knows the psychology of big companies: confidence, spending a lot of money on development and selling, and not paying close attention to small companies. It successfully from Procter & Gamble this elephant's footsteps, then quickly hit the elephant's confidence, the market on the grass all the elephant saw no food, despite the long trek to, can only leave
here!
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