Disruptive marketing …
… is one of those buzzphrases that is in the air in business schools, and since I’m located right next to the business school here at UQ I tend to be exposed to them.
Economists have their own buzzphrases and are not usually inclined to adopt those of marketing, but I must say this term seems apposite to Howard’s approach to the campaign. Starting from behind (but with the notional advantage of incumbency) he’s making up new rules and then demanding that Rudd adhere to them.
On tax, for example, the standard occasion to release what will presumably be the biggest single policy initiative of the campaign would be the policy speech (hence the name). Howard released his on the first day, then demanded that Rudd follow suit. Similarly, Howard has proposed a totally new format for a debate, effectively killing off the debate as it’s been understood, and is now trying the “empty chair” ploy on Rudd, saying he’ll go ahead with or without him.
It makes a certain kind of sense, but the obvious thing for the market leader (there I go again!) to do is to ignore it.,