A company, typically with lower shares and less resources, that is content to follow the market leaders rather than attempting to become challengers for leadership.
See also:
Market entry barrier
Market challenger
Market follower
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Market follower
Related terms
Trade barriers, Marketing mix, Market challenger, Advertising agency’s commission, Intent to treat, Contextual marketing, Greying, leisured, affluent, middle-aged (GLAM), European Medicines Agency, Disease awareness marketing, Opportunities to hear (OTH), Brief summary, Moderator guide, Alpha/beta testing, Buzz, Health Care prepayment plan (HCPP) (US),