Harvard professor introduces 'Judo Strategy' for e-business at IESE conference The winner strategy at Internet Professor Yoffie at IESE's "Competitive Strategies for the Internet Era", held February 21st and 22nd at IESE Madrid, to discuss 'Judo Strategy' in Internet marketing and B2B becoming a 1.3 trillion-dollar business in the next five years. David B. Yoffie Harvard Business School Professor Yoffie's 'Judo Strategy' shows small businesses how to toss cyber-sumos like Microsoft. Professor David B. Yoffie of Harvard Business School reveals the secret defeating larger competitors through 'Judo Strategy' at IESE's "Competitive Strategies for the Internet Era", held this February 21 and 22 at IESE Madrid. Yoffie's business strategy applies the martial arts philosophy of Judo of using a bigger opponent's weight and force against it in order to win. 'The idea is to put your opponent into an unbalanced position', says Yoffie, 'so that he is unable to use his strength effectively.' With new Internet industries popping up almost overnight, companies are scrambling to grab as much market share as possible and as fast as possible. The only way a smaller company can fight back is by outsmarting the giant. From this hypothesis, Yoffie came up with the economic theory based on judo, which he introduced in his new book 'Judo Strategy', co-authored by Mary Kwak, and which he presented at IESE Madrid. Movement, balance and leverage The fundamental rules of judo economics dictate never to go head-to-head with a larger, stronger competitor but to use the opponent's strength and weight to bring it down. According to 'Judo Strategy', the underdog can out-manoeuvre its adversary using three Judo principles: movement, balance and leverage. Movement includes not appearing like a threat, playing the game by your own rules and moving fast. Balance entails getting close to the enemy, embracing its product, elaborating on it and then eliminating the competition. Finally, leverage involves turning your competitor's assets into liabilities, turning its strength against itself or befriending your rival's enemies. On the flipside, Yoffie reminds us that the larger and more powerful player's strategic imperative is to of course adapt from judo to sumo strategy ­head-to-head confrontation. Yoffie's 'Judo Strategy' introduces an entirely new method of competing in any volatile business environment, providing a more even playing field, whether you are large or small.