... for maintaining a dominant position: changing the structure of the market by reducing (i.e. concentration) or increasing the number of brands/products in the market. Laurent Tournois can be contacted at: ltournois@ud.ac.ae © Emerald Group Publishing Limited 2014 Brand portfolio Brand dominance...

...‐orientation Offensive and defensive management Product proliferation Differentiation Commoditisation Brand portfolio Market share Retail panel data Brands Leadership The modern market environment, which combines low demand with strong competitive pressure, is unsettling for most companies...