Article applies game theory to business strategy, contrasting zero-sum (win-lose competition) with positive-sum (win-win collaboration) approaches. Using examples like the Mama/Waiwai viral campaign and OPEC, it argues that in today's consumer-saturated market, Thai SMEs should shift from price wars and customer poaching toward creating new market demand and shared value creation. The practical insight: expanding the total market size often yields better returns than fighting for existing share.