embrace, extend and extinguish
Appearance
English
[edit]Etymology
[edit]Formerly used internally by Microsoft. First described outside Microsoft in a 1996 New York Times article entitled "Microsoft Trying to Dominate the Internet".
Phrase
[edit]embrace, extend and extinguish
- A strategy of marketing that involves extending widely used standards of product categories with proprietary capabilities, and then using the differences to disadvantage its competitors.