market leader is to use different strategies to gain the leadership and waging an offensive aginst strong lesder risks squandering valueable resouses and even precipitating a fierce and
profit industrywide battle for market share . Offen attacks on a competitor make the best sense when the leader in terms of size and market share is not the true leader in terms of serving the market well. Leader vulnerability include unhappy
buyers, sliding profits, strong emotional commitment to a technology
the leader a product line
that is clearly not superior to rivals', and a competitive strategy that
lacks real strength based on low-cost leadership or differentiation.
Attacks on leaders can also succeed when the challenger is able to
revamp its activity-cost chain or innovate to gain a fresh cost-based
or differentiation-based competitive advantage