Adrian Ryans 
Beating Low Cost Competition 
How Premium Brands can respond to Cut-Price Rivals

Low cost competitors, who offer ‘good enough’ products
and services at very attractive prices, are currently significantly
impacting the businesses of many leading companies, and some are
starting to ‘move up’ to challenge the traditional
companies in their core markets. It’s only a matter of time
before most companies will feel the pressure from these aggressive,
cut-price competitors. Beating Low Cost Competition
offers a step-by-step structured approach to help
executives in traditional companies with premium brands think
through the options for responding to their low cost rivals and
select the most appropriate strategy to win in their chosen
markets.

By examining a wide-ranging group of companies from around the
world, Adrian Ryans provides numerous examples of how different
companies in different industries have responded to low cost
competitors and analyses the effectiveness of their strategies. He
also discusses the leadership and cultural challenges that many
companies are facing as they take steps to respond to their low
cost rivals.

Ultimately, the insights gained from this book will lead to
better and more profitable business decisions.

Adrian Ryans is Professor of Marketing and Strategy at IMD,
Lausanne, Switzerland. He has designed and taught on executive
programs for organizations in North America, Europe, Australia and
Asia, including GE, Bank of Montreal, Medtronic, Deloitte,
Borealis, Saurer, Vestas, IBM, Boeing, National Semiconductor,
Bio Ware, ASML, Holcim, Varian, Hoechst, Amgen, Fluke, LSI Logic,
Hutchison Port Holdings and Qualcomm. He has also acted as a
consultant for a number of leading global corporations.

About the author

Adrian Ryans is Professor of Marketing and Strategy at IMD, Lausanne, Switzerland. He has designed and taught on executive programs for organizations in North America, Europe, Australia and Asia, including GE, Bank of Montreal, Medtronic, Deloitte, Borealis, Saurer, Vestas, IBM, Boeing, National Semiconductor, Bio Ware, ASML, Holcim, Varian, Hoechst, Amgen, Fluke, LSI Logic, Hutchison Port Holdings and Qualcomm. He has also acted as a consultant for a number of leading global corporations.