Actions that cannot be matched

• Patent all or part of the technology for a new product or for the enhancement of an existing product.
• Trademark a brand name or brand identity for a new product.
• Link an established, quality brand name or identity (usually trademarked) with a new product.
• Use a solely-owned distribution channel for a new product.
• Establish contracts with certain buyers or joint ventures with certain sellers.
• Compete on unique capabilities.
• Acquire a firm that has one or more of these advantages.

Actions that probably will not be matched

• Commit resources that are beyond the financial capabilities of competitors.
• Develop a product or promotion for a product that is inconsistent with a competitor's product or promotion.
• Defend a product with vigorous litagation.
• Bundle products and promotions.

Actions that are not readily visible (stealth)

• Increase spending on specific R & D projects.
• Lower costs.
• Gradually control a supplier, distributer or retailer through dependence.
• Change margins or other terms of sale.
• Change compensation or other sales force parameters.
• Use trade-ins on capital equipment.

Actions that induce gamesmanship (changes that are understandable, short term and targeted)

• Make understandable product changes.
• Make understandable price changes.
• Make understandable distribution changes.
• Make understandable promotion changes.