What’s a pioneer firm to do when its competitors copy its successful trend?

Marielle Segarra Jun 27, 2019
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A bucket of tangerine-flavored LaCroix. Randy Shropshire/Getty Images

What’s a pioneer firm to do when its competitors copy its successful trend?

Marielle Segarra Jun 27, 2019
A bucket of tangerine-flavored LaCroix. Randy Shropshire/Getty Images
HTML EMBED:
COPY

National Beverage, the company that owns LaCroix, is reporting a second straight quarterly sales decline. The company is facing a common problem in business: how to maintain your leadership in producing a product that’s easy to copy.

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