Abstract
Research, experience and intuition, all indicate that the dominant market leaders — the company that stands out above the rest — has significant advantages in the market which it dominates. These translate into the ability to manage the market and the competition and to return the highest profitability in both the short and long-term.
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Notes and References
R. D. Buzzell, B. T. Gale, and R. G. M. Sultan, ‘Market Share — A Key to Profitability’, Harvard Business Review, January–February, 1975, pp. 95–106.
R. D. Buzzell, and B. T. Gale, The PIMS Principles Linking Strategy to Performance, The Free Press, New York, 1987, p. 10.
P. N. Bloom and P. Kotler, ‘Strategies for High Market Share Companies’, Harvard Business Review, November–December, 1975, pp. 63–72.
A. Ries and J. Trout. Marketing Warfare, McGraw-Hill, New York, 1986, pp. 55–66.
H. Davidson, Offensive Marketing: Or how to make your competitors followers, Penguin Books, UK. 1987, pp. 294–6.
L. de Chernatory and M. H. B. McDonald, Creating Powerful Brands, Butterworth-Heinemann, Oxford, 1992, pp. 226–7.
L. R. Brown, ‘An Empirical Study and Evaluation of Marketing Strategies Adopted in Competitive Consumer Markets’, University of NSW, unpublished PhD thesis, 1975.
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© 1994 Linden Brown and Malcolm H. B. McDonald
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Brown, L., McDonald, M.H.B. (1994). Low Cost, High Differentiation Strategies. In: Competitive Marketing Strategy for Europe. Palgrave, London. https://doi.org/10.1007/978-1-349-23392-2_2
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DOI: https://doi.org/10.1007/978-1-349-23392-2_2
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-61351-1
Online ISBN: 978-1-349-23392-2