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Marketing and Competing

Fortnightly Magazine - July 1 1997

effective way for a utility to find its focus. This gold rush mentality has created too reactive a climate, where caution (em and a utilities long-developed resources (em are often thrown to the wind. Abandoning these critical resources in the name of cost cutting could prove a mistake.

Given a market that is rapidly heating up with new rivals, traditional utilities have little time to make some of these investment decisions. Yet, how they make these decisions likely will affect their competitive stature into the next century. t

Fuld & Company Inc., based in Cambridge, Ma., provides competitive intelligence and analysis for the utility industry. Diane Borska is director of the firm's utility practice. Leonard Fuld is company president and author of The New Competitor Intelligence (Wiley, 1995).

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