ABSTRACT
There are probably two key areas to concentrate on in regard to protection against Obstructive Marketing. The first of these is at society level and the second at organisation level. The best way of protecting an organisation from Obstructive Marketing is by Hardening'. In an environment where globalisation has been met by Obstructive Marketing and asymmetric challenges, then the Hardened organisation' is an appropriate posture in order to withstand and respond to most threats to organisations. Protection from disruptive and potentially lethal events has become an important subject for organisations, particularly when facing either Asymmetric Warfare or Obstructive Marketing attacks. The Hardened organisation' can therefore be defined as a public, private or third sector organisation within the context of a democratic and capitalist state which can withstand, and is protected from, Asymmetric Warfare or Obstructive Marketing attacks. The Hardened organisation differs from the resilient organisation in that it is not damaged by an attack and therefore has no need, as the resilient organisation has, to bounce back in its original form' from an attack.
