Gaining and Defending Market Position

by Alexander Chernev

In today’s competitive business environment, the pressure to grow is unrelenting. To stay relevant, a company must constantly seek new avenues for growth. If a company is not growing, it is inevitably declining by relinquishing its market position to the competition. The key aspects of managing growth—managing a company’s market position, managing sales growth, and managing product lines—are the focus of this note. The discussion of gaining and defending market position is complemented by an in-depth overview of three additional managing disruptive innovation, identifying product–market growth strategies, and assessing the break-even rate of cannibalization. This note is an excerpt (Chapter 18) from Strategic Marketing Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

70 pages, Kindle Edition

Published April 6, 2019