The formulation of strategy – 3: strategies for leaders, followers, challengers and nichers
In Chapter 10 we focused in some detail upon Porter’s generic strategies and the nature
and sources of competitive advantage. In this chapter we take the analysis a stage fur-
ther by examining how the organization’s position in the market, ranging from market
leader through to market nicher, influences strategy and planning. Finally, we turn our
attention to the ways in which market and product life cycles need to be managed.