The above is an interesting case study in this month's issue of Inc. Magazine that examines how one small, start-up company decided to compete against a huge incumbent that has very high awarenss and brand recognition.
I especially like they way Arts PDF studied the marketplace, understood consumer desires and attacked a weakness in the larger competitor. Only time and the marketplace will tell how successful their strategy is.
http://www.inc.com/magazine/20060501/handson-casestudy.html
http://www.artspdf.com
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