What's a company to do? Imagine this. You are the mighty Gillette corporation. You wish to promote your Mach 3 Turbo razor. You send free razors in the mail on an unsolicited basis. Guess what? There is another company out there that is giving away YOUR razors for free. It turns out that they are pretty aggressive- they ask consumers for their credit card number when they sign up. Those who sign up get eight replacement blades every two months. [You can sign up five friends and not pay for life, by the way.] You know what? There is nothing you[i.e., Gillette] can do about it. Oh, what's a company to do? You start calling them renegade and urge consumers to complain to state authorities. Will consumers care enough to complain?
posted by SandeepKrishnamurthy on Apr 21, 2003 - 26 comments