In growth markets the market leaders stand the best chance of leapfrogging a competitor and attracting repeat or replacement purchases from a target competitor's current customers.

Question

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Whilst both leaders and challengers use flanking tactics it is the challenger that stands the best chance of leapfrogging a target competitor and attracting repeat or replacement purchases from a competitor's current customers by offering a product that is attractively differentiated from competitor's offerings.

In Growth Markets the Market Leaders Stand the Best Chance