IN THIS SUMMARY
In today’s fast-moving economy, successful companies often have to change course in order to keep up with the shifting demands of the market – essentially, they have to “reposition” themselves in the mind of the consumer. How quickly and ably can a company recognize and respond to the changing realities of the market? The answer to this question will often mark the difference between success and failure. In Repositioning, authors Jack Trout and Steve Rivkin offer their readers the who, when, why, and how of repositioning, using various examples to analyze how companies have repositioned themselves to either the benefit or detriment of their long-term health.