Late entrants market strategies for software products / services organizations

Abstract

In the today s globally competitive world each company is looking for ways to gain market share and strategies for marketing new products. Some of them do this by being pioneers to bring new products (or brining innovation), some become early followers, where they try to imitate the pioneer and the some others try to gain market share in mature or growing markets and are known as late entrants. Objective of this Project is to explore the alternative business level strategies associated to the late entrants associated with high or low differentiation or cost positioning. Focus will be mainly on the software product companies (and services around the product).