2. Introduction
• Over the course of his two decades in packing and shipping,
entrepreneur David Kiger has built up a major global
operation in Worldwide Express Operations, LLC, which is
headquartered in Dallas. Kiger demonstrates that he has
never forgotten what it means to face challenges and regularly
shares his experiences with fellow business owners.
One piece of advice he offers is to avoid getting drawn into
competition over price. For Kiger and many other successful
entrepreneurs, the fact that a business can offer superior
customer service, product value, efficiency of operations, and
other attractive benefits more than makes up for the refusal to
lower prices just to keep pace with a rival.
3. Competition
• Most experts advise against price competition because it
attracts customers only interested in a lower and lower
bottom line, reduces short-term profit margins, and
lessens the chance of subsequently recalibrating prices to
an acceptable level.
Instead of getting into a pricing war, businesspeople
should emphasize other and better strategies to
overcome their competitors. Entrepreneurs might enter
a previously untapped market, repackage or rebrand
their product, highlight ways in which their product
distinguishes itself from competitors, or enhance their
reputation through testimonials from satisfied
customers.
