Stephanie Hussels

Brian Jud is an author, book-marketing consultant, seminar leader, television host and president of Premium Book Company, which sells books to non-bookstore buyers on a non-returnable, commission-only basis and conducts on-site training for publishers' sales forces.

Brian is the author of "How to Make Real Money Selling Books (Without Worrying About Returns)," a do-it-yourself guide to selling books to non-bookstore buyers in large quantities, with no returns. He has written many articles about book publishing and marketing, is the author of the eight e-booklets with "Proven Tips for Publishing Success," and creator of the series of "Book Marketing Wizards." He is also the editor of the bi-weekly newsletter, "Book Marketing Matters."

Brian is the host of the television series "The Book Authority" and has aired over 650 shows. In addition, he is the author, narrator and producer of the media-training video program "You're On The Air."

Reach Brian at BrianJud@BookMarketing.com or visit his website at www.PremiumBookCompany.com

General business theory suggests that a new company is more likely to thrive if it faces less competition. Therefore, entrepreneurs try to launch their businesses in uncontested markets so they can avoid the potential problems usually associated with going head-to-head with an entrenched rival.

However, a recent study has shown that exposure to competition in the introductory stage can actually increase the likelihood of long-term survival. Andrew Burke and Stephanie Hussels (Harvard Business Review, March, 2013, p 24) found that “companies launched in crowded markets had higher odds than others of failing in the first year — but if a company survived during this early period, it had a much greater chance of making it to the three-year mark.”

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