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
Terms and conditions of purchase, Channel marketing, Registered trademark, British National Formulary (BNF), Counterfeiting, Marketing channels, Opportunities to hear (OTH), Ansoff Matrix, Variability, Range, Capital, International Clinical Trial Registry Platform (ICTRP), Norms, Market research, NHS Evidence,