"Beating Low Cost Competition," is a book by Adrian Ryans that examines how premium brands can effectively respond to the growing threat posed by cut-price rivals. The book provides numerous case studies of companies that have been successful in combating low-cost competition, such as Ryanair and ING DIRECT, as well as those that have struggled, such as Compaq and Electrolux. Ryans analyzes the challenges and opportunities that companies face when competing with low-cost providers and outlines key strategies for achieving success, such as focusing on relational value and avoiding head-to-head competition. The book provides a comprehensive framework for understanding the dynamics of low-cost competition and offers practical advice for executives seeking to navigate these challenges.