As managers respond to under performance, they tailor their strategic actions to remedy the specific aspect of performance they are lagging. A primary indicator of competitive performance is market share. In response to declining market share, firms' priority will be to quickly regain market share or to create positions in new markets. To this end, faster launches of new products or market expansions provide a basis to grow a firm's sales before competitors become entrenched in the market. Hence, firms experiencing pressures on their market share have been observed to react by entering new markets