The Trojan Fish Strategy

• Main Author: Singapore Management University
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: accessories business; ornamental fish; Freebie Marketing; Agribusiness; Business Administration, Management, and Operations; Entrepreneurial and Small Business Operations
• Online Access: https://ink.library.smu.edu.sg/pers/6; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1034&context=pers

How does an ornamental fish exporter grow its bottom line? Simple: By adopting and adapting the business model of the world’s most famous safety razor company. The Gillette Business Model, also known as Freebie Marketing, is much copied because of its simplicity: sell razors at a loss, or even give...