Long back in 19th century Darwin gave the theory which stated the SURVIVAL OF THE
FITTEST principle which marked the beginning of evolution related studies. But this principle is just not limited to the study of Zoology but has a wider approach and seeing the modern business scenario it becomes clear that survival of the fittest also fits there.
Today the world is globalized and technology driven and one thing which is permanent is change and rest else is so perennial that with a blink of an eye black is green and green is brown. Every business faces competition from the other one which can be direct like Coke from Pepsi or can be indirect like McDonalds from a local freid chicken shop. Not just the new entrants have to fight with established ones but the market leaders also have to evolve continuously to protect its precious chunk from the new ones. And the winner is the one who is the fittest and who understands what market demands. Gone the days when management followed a specific hit formula but now the old granny's recipes of success are replaced by out of box cuisines. The competition is cut throat and each of the new and old brand is pondering hard to take the share. New promotional policies, latest technologies, creative marketing and lot more are the things that corporations are finding and following in search of long lasting excellence.
The management has to be proactive and over the heels all the time with their minds playing and experimenting with all those that was once unimaginable and unachievable. The war of brands have already started long time back and the crucial thing is surviving and as Darwin said the one who is the fittest and who will adapt to evolve will survive this battle