International Journal of Business and Social Science (IJBSS)
In industries in which there is strategic interaction among competing firms, companies are continuously involved in defensive and offensive strategies. In this paper, the authors discuss several defensive and offensive strategies that managers can use for market success. Defensive strategies are divided into pre-entry and post-entry strategies. Marketing managers should attempt to discourage would be entrants before entry has occurred. They can achieve this goal by engaging in pre-entry strategies. After entry is occurred it is more difficult to persuade new entrants to exit the industry.