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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
Brand management , Strategic business unit (SBU), Contextual marketing, Field marketing, List building, Trial stage, Guerrilla marketing, Deduping, Direct marketing, e-Commerce, Narrowcasting, Customer focus, Marketing decision support system (MDSS), Disease awareness marketing, Skimming,
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