When are market leaders most likely to be attacked?

John L. Ward, Stanley F. Stasch

Research output: Contribution to journalReview articlepeer-review

2 Scopus citations


This paper addresses the question of when market leaders are most likely to be attacked. It does so by discussing the circumstances associated with competitors' attacks on 21 market leaders. These circumstances and the 21 competitive encounters are used to present a twelve-point checklist which market leaders can use in answering the title question.

Original languageEnglish (US)
Number of pages1
JournalJournal of Consumer Marketing
Issue number4
StatePublished - Apr 1 1986

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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