Followers are attracted to rapid growth markets because share gains are worth more and easier to gain,price competition is less and the latest technologies are used.Thus,it is less likely that followers will be affected by a shake out if market growth slows.

Question

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While generally valid, these premises may be seriously misleading for a particular business in a specific situation. Many followers attracted to a market by its rapid growth rate are likely to be shaken out later when growth slows because either the preceding principles did not hold or they could not exploit growth advantages sufficiently to build a sustainable competitive position. Refer to Exhibit 9.2

Followers Are Attracted to Rapid Growth Markets Because Share Gains