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Abstract

The main purpose of the paper is to develop marketing strategies for challengers. Previous

research has focused on marketing strategies for market leaders. However, there is only one

market leader in an industry. All others are challengers.

The best marketing strategies for challengers are summarized in the concept of the

creative destruction proposed by Joseph Shumpeter. He did not believe the market

dominance sustainable for a long time (Shumpeter, 1934 & 1950). Challengers would not

allow the market leader to gain supernormal profit for a long time.