Read the case carefully and answer the question that follows.

A shopping mall in Kuwait has two athletic shoe stores next to each other. One is named Joe's Shoes and the other Zappato Shoes. Joe decided that in order to increase his business he will station an employee inside of Zappato's Shoes. This employee would monitor customer purchases and once they leave the store he would advise them on the return policy of Zappato.

He would further inform them that Joe has the shoe much cheaper. The customers would then return the shoe purchased from Zappato and purchase the item at a lower price from Joe.

Question:

Zappato takes exception to this behavior and comes to you for advice. Discuss how you would advise Zappato. Name the principle upon which you would base your advice and show how it relates to the problem.