The Global Rule of Three with Jagdish Sheth, Can Uslay, and Raj Sisodia

In the absence of excessive regulation or anti-competitive practices, industries are observed to evolve toward an optimal market structure called the Rule of Three. This entails that a market with three full-line generalist firms that are volume-driven and with numerous successful small specialists that are margin-driven. In their new book, The Global Rule of Three, Can Uslay, Associate Professor of Marketing at the Rutgers Business School; Jagdish Sheth, Professor of Marketing at the Goizueta School of Business at Emory University; Raj Sisodia is Professor of Global Business at Babson College argue that even after industries globalize, the Rule of Three prevails. When a market expands from local to regional or from regional to national or from national to global, there are usually shakeouts and mergers in the industry and only three volume-driven players survive as regional, national, or global players. Often,  one company is from each of the three major economic zones of the world: North America, Wester