The Red Queen's race is an incident that appears in Lewis Carroll's Through the Looking-Glass and involves the Red Queen, a representation of a Queen in chess, and Alice constantly running but remaining in the same spot.

Alice: "Well, in our country, you'd generally get to somewhere else - if you run very fast for a long time, as we've been doing."

Queen:"A slow sort of country! Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!

The book take this metaphor to the business world. It shows what are different opportunities to increase revenue in current economic conditions. In the book, we will see how to capitalize on these opportunities by putting together an innovative selling framework that uses multiple channels to reach target markets in a cost-effective way. In particular, the framework will show how to:

launch new products aimed at specific market segments
step up demand generation and customer acquisition programs
establish new partnerships and revenue-sharing agreements
expand your geographic presence by recruiting new partners
revamp digital sales channels
restructure or expand your channel distribution

Red Queen Effect

by: Kamran Qamar

Red Queen Effect

Table of Contents