One article called Wallop Wal*Mart 16 was written by Tom Peters & John Moore. I collected both lists here. In my review of Tom Winninger’s book, Price Wars, I wrote about the similarities most small businesses face in fighting the Wal*Marts, the Home Depots, the CVS/Walgreens, the AT&T. But you can’t get in a price war — you need to move up the market to the valued client. You cannot make an apples to apples comparison with your competitor – you need to change the deal to be apples and chocolate cake.