Marketing Strategies for Challengers

Abstract

The main purpose of the paper is to develop marketing strategies for challengers. Previous research has focused on marketing strategies for market leaders. However, there is only one market leader in an industry. All others are challengers. The best marketing strategies for challengers are summarized in the concept of the creative destruction proposed by Joseph Shumpeter. He did not believe the market dominance sustainable for a long time (Shumpeter, 1934 & 1950). Challengers would not allow the market leader to gain supernormal profit for a long time