WHEN ARE MARKET LEADERS MOST LIKELY TO BE ATTACKED?
John L. Ward
(Ralph Marotta Professor of Private Enterprise at Loyola University of Chicago)
Stanley F. Stasch
(Charles H. Kellstadt Professor of Marketing at Loyola University of Chicago)
353
Abstract
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.
Citation
Ward, J.L. and Stasch, S.F. (1986), "WHEN ARE MARKET LEADERS MOST LIKELY TO BE ATTACKED?", Journal of Consumer Marketing, Vol. 3 No. 4, pp. 41-48. https://doi.org/10.1108/eb008178
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited