The Formulation of Strategy 3: Strategies for Leaders, Followers, Challengers and Nichers

In Chapter 11 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 further by examining how the organization’s position in the market, ranging from market leader through to market nicher, infl uences strategy and planning. Finally, we turn our attention to the ways in which market and product life cycles need to be managed.