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Healthcare Glossary
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Market challenger
A company already holding a major share in the market and competing with the current market leader.
Typically a market challenger is a company competing intrusively to advance its market share, as opposed to a market follower; that is seeking only to maintain its market share. However companies may work to avoid overtly direct competition by cultivating a market niche.
See also:
Market leader
Market niche
Market share
Related terms
Fax Preference Service (FPS), Product differentiation, Narrowcasting, Relationship marketing, Concept development and testing, Buying behaviour , Coverage, Competitor analysis, Asset-led marketing, Decline Stage, Market development, Brand revitalisation, Marketing acronyms, Franchising, In-house,
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