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.
- Competing marketing strategies
- Competitive behavior
- Market leadership
ASJC Scopus subject areas
- Strategy and Management