Pushing and Pushing Back

Strategy teaches us to avoid conflict because when you push others, they naturally push back. This sets up a cycle of conflict that naturally escalates if both parties have excess resources. Once started, the process doesn't get anyone closer to their goals. For a good example, we can look at Google and Microsoft. One makes its money in selling advertising via on-line searches. The other makes it money in selling desktop software. However, the grass is always greener, so Google moved onto Microsoft's turf, duplicating some of the functionality of MS-Office applications with the "Google Docs" on-line applications. Now, Microsoft has pushed back, offering to buy Google's chief search engine rival, Yahoo. Nothing in this battle bodes well for either party in terms of profit in the short or long term.