2. Business-level competitive strategies can be usefully categorized into (1) prospector strategies focused on growth via the
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2. Business-level competitive strategies can be usefully categorized into (1) prospector strategies focused on growth via the development of new products and markets;
(2) defender strategies primarily concerned with defending strong positions in established markets through either low prices or offering customers superior value in terms of product quality or service; and (3) analyzer strategies, which are hybrids of the other two strategies.
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Marketing Management A Strategic Decision Making Approach
ISBN: 9780073381169
7th Edition
Authors: John Mullins, Orville Walker, Harper Boyd, Jr.
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