Many managers believe it’s only necessary to deliver a better product or service to win. But brands like Coca-Cola, Hertz, Budweiser, and Goodyear are strong not because they have the best product or service (although they might have) but because they are market leaders that dominate their categories. Which scenario seems more likely, A or B? Scenario A: The company creates a better product or service and consequently achieves market leadership. Scenario B: The company achieves market leadership (usually by being first in a new category) and then subsequently achieves the perception of having
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