Product Strategy Concept - Defender
Concept summarized by Sam Mishra, President, Franteractive

Defenders are protection oriented and not very pro-active. As businesses, they seek stability by maintaining current market positions and vigorously defending against encroachment by other firms. Defenders, unlike prospectors, engage in little or no new product or market development. Their strategic actions seek to preserve market share by minimizing the impact of competitor's initiatives.

Typically, defenders are companies with a limited product line. Frequently, they focus on improving the efficiency of their existing operations, which prevents them to innovate in new areas. In the year 2010, as web 2.0 matures, TV Stations / Networks can be argued to be defenders in the media advertising space; with Google / Facebook as the prospectors.

(The terms prospectors, analyzers, and defenders were first coined by Miles and Snow.)

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