1. Yannopoulos (2011) and Roberts (2005) both examine defensive strategies available to the firm, with Roberts (2005) using the case of the telecommunications firm Telstra. Compare the two approaches. How are they similar/different? Where would the strategies adopted by Telstra fit within the types of defensive strategies outlined by Yannopoulos (2011)?

Articles Links:

http://ijbssnet.com/journals/Vol._2_No._13_Special_Issue_July_2011/1.pdf

https://hbr.org/2005/11/defensive-marketing-how-a-strong-incumbent-can-protect-its-position?autocomplete=true

2.Calideraro et al. (2015) discuss the potential negative consequences of an upmarket line extension under an umbrella brand. What is an umbrealla brand, and how might firms be able to avoid such negative consequences? Can you think of any examples (not mentioned in the paper) of companies who either were successful or not when introducing upmarket extensions under the umbrella? What led to their success/failure?

Article Link:

https://www.researchgate.net/publication/283028328_Harmful_Upward_Line_Extensions_Can_the_Launch_of_Premium_Products_Result_in_Competitive_Disadvantages

3.How might a financial firm/organization engage in offensive/defensive strategies? Which one(s) would be most appropriate, and why?