Positioning Reverse Positioning and Breakaway Term Paper

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" (Moon) good example of breakaway product success can be seen by the popular online auction site called eBay. The site has the unique distinction of selling both new and used products but also has the distinction of being the biggest yard sale in the world. This site literally left the category of simple auction house and become a combination of many of the features of auctions, whole sale distribution centers, yard sales, and more. But it is also a type of meeting place for millions of people who are only interested in window shopping or browsing.

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In other words, like the internet in general, eBay has redefined itself, its competition, its vendors and suppliers and its consumers. "Like reverse positioning, this strategy allows the product to shift backward on the life cycle curve, moving from the doldrums of maturity into a thriving growth position. Just as important, it can disrupt both the category it has left and the one it has affiliated with, particularly if copycats begin to emulate the breakaway strategy." (Moon)

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"Positioning Reverse Positioning And Breakaway" (2005, June 30) Retrieved June 5, 2026, from
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