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Market Challenger and Market Leader: An Analysis of Marketing Strategy
This seven-page graduate paper examines how market challengers can devise marketing strategies to rise to brand leadership. The author notes that brands such as Sony, Harley Davidson, and Dell have overcome fierce competition, consumer spending declines, and other assorted challenges to become brand leaders, so market challengers today would be wise to closely examine how these companies achieved success. This does not mean that twenty-first century market challengers should copy the marketing strategies of Sony, Dell, and Harley Davidson, it means that the spirit of marketing innovation these companies demonstrated should be appreciated, understood, and emulated.
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