ABSTRACT
Everything we have looked at in this book so far – from pricing to advertising, from location to regulation – has dealt with how the firm interacts with other firms, the marketplace, or the government. In other words, all the interactions we have looked at take place between the firm and an entity outside the firm. For the next four chapters of the book we are going to leave behind the outside world and look at decisions that are made to deal with issues inside the firm.
