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
Accredited programmes, Marketing planning, Editorial, Over the counter (OTC), Conjoint analysis, Lifestyle drug, Disease awareness marketing, Business to consumer (B2C), Trade publications, Point of sale (POS), European Association of Communications Agencies (EACA), Situation analysis, Omnibus survey, Stakeholder, Market share,