2. Some pioneers attempt to penetrate the mass market and remain the share leader as that market grows. Others adopt a strategy geared to making profits from specialized niche markets where they will face fewer direct competitors. Still others try to stay one jump ahead of competitors by introducing a stream of new products and withdrawing from older markets as they become more competitive. The appropriate strategy to adopt depends on the firm’s resources and competencies, the strength of likely competitors, and the characteristics of the product and its target market.