Characteristics of competing marketing strategies when defending market leadership

Author: Stasch Stanley F.   Ward John  

Publisher: Routledge Ltd

ISSN: 1466-4488

Source: Journal of Strategic Marketing, Vol.5, Iss.1, 1997-03, pp. : 23-49

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Abstract

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.