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Definition

Ambush Exposure is the possibility that some invisible “competitor” with extraordinary means and resources could find your product or service so compelling or threatening that they plunge into your market and help themselves to your customers. Likely ambushers are often somewhere in your value chain, such as resource vendors or distributors who are expanding horizontally into your space. Ambush is a particularly effective tactic in matters involving government purchasing because the people inside the government are notoriously “leaky” when it comes to information and procurement management. The winners in this game are rarely surprised.


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