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Unformatted text preview: rs: leveraging angels, silencing devils, and getting a consigliere on their top management team. Angels
are those who have the most to gain from the strategic shift. Devils are those who have the most to lose from
it. And a consigliere is a politically adept but highly respected insider who knows in advance all the landmines,
including who will fight and will support a new strategic initiative. See Angels, Devils, and Consigliere. Price Corridor of the Mass is a tool managers can use to determine the right price to unlock the
mass of target buyers. When setting a strategic price for a business or product/service, managers must
evaluate the trade-offs that buyers consider when making their purchasing decision, as well as the level of
legal and resource protection that will block other companies from imitating their offerings.
The Price Corridor of the Mass is a two-step process:
1. Identify the price corridor of the mass, i.e. the price range that attracts the mass of target buyers. Key
to determining the strategic price is for managers to understand the price sensitivities of buyers who
will be comparing the new business or product/service with a host of ver...
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- Spring '12