Way back in 1969, Elisabeth Kübler-Ross wrote the book “On Death and Dying” in which she described a model commonly referred to as the “five stages of grief”.  Applied to terminally ill patients, the stages were: denial, anger, depression, bargaining and acceptance.

The model stuck and has been used in many settings. It transpires that a variation on the theme has relevance in the field of business marketing and competitive forces.

Surprised and intrigued? We were. Continue reading →