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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

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