Characteristics of competing marketing strategies when defending market leadership

Stanley F. Stasch, John Ward

Research output: Contribution to journalArticlepeer-review


Forty-one case histories of attacks on market leaders were studied for the purpose of identifying the characteristics of competing marketing strategies when such attacks occur. Based on this research, a four-part classification model of such competitive behaviour is proposed. (1) When are market leaders most likely to be attacked? (2) What should a market leader identify about an attack? (3) How should a market leader defend against an attack? (4) How should the market leader respond to the attacker’s counter-attack? Summary findings are also presented.

Original languageEnglish (US)
Pages (from-to)23-49
Number of pages27
JournalJournal of Strategic Marketing
Issue number1
StatePublished - Jan 1 1997


  • Competing marketing strategies
  • Competitive behavior
  • Market leadership

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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