That the (tit-for-tat) strategy is fraught with risk cannot be overemphasized.

An article on price wars by two McKinsey consultants makes the following argument.

That the (tit-for-tat) strategy is fraught with risk cannot be overemphasized. Your competitor may take an inordinately long time to realize that its actions can do it nothing but harm; rivalry across the entire industry may escalate precipitously; and as the “tit-for-tat” game plays itself out, all of a price war’s detrimental effects on customers will make themselves felt.

How would you reconcile the views expressed in this quote with the advantages of tit-for-tat claimed in this chapter?

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