The rise of a successful small business

In "Trampler, Tramplee," Robert La Franco examines the rise of a successful small business, Mackie Designs (La Franco, 1996, p. 120). The company manufactures audio mixing boards, and built a reputation for providing high quality boards at prices well below those of the competition. The company has a large market share, but it has recently seen a number of new competitors enter the market and bring with them increased price pressures and well-funded marketing programs.

Mackie's initial success was built on recognizing an opportunity and taking full advantage. Greg Mackie, a musician, took apart mixing boards and determine which components were essential, which could be substituted with less expensive parts, and which had to r

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