ABSTRACT
Translating Sun Tzu’s “to take a market undamaged” means a profitable, environmentally cared for, and economically strong market over the long term. Combative sales tactics, predatory pricing, and waging continuous marketing warfare for every point of market share “would be counter-productive.” Yet, if challenged in open and contentious market warfare, it is normal, and necessary, to respond by opposing or neutralizing aggressive tactics. Sun Tzu elaborates on how to deal with issues in the following statements. Looking to the future, the team also considered Instagram’s overall corporate vision and how the company was positioned in the marketplace. Instagram, the photo-sharing app, had to resolve a competitive problem during one of its challenging periods: how to uncover a way to introduce e-commerce features without copying the common approach of using pop-up ads.
