When markets become more fragmented as they grow and mature,share leaders have to contract their product lines,or remove one or more flanker brands,to protect their position against competitive inroads.

Question

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As markets grow and mature, share leaders often expand their product lines or add flanker brands to address different customer segments and needs, thereby protecting and enhancing their market position against competitive inroads.

When Markets Become More Fragmented as They Grow and Mature,share