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Essay from the year 2008 in the subject Didactics for the subject English - Miscellaneous, grade: A, University of Wales Institute, Cardiff (University of Wales Institute, Cardiff), course: International and Strategic Marketing, language: English, abstract: The market leader represents the most dominant form of market interferes in a specific market industry. Usually, there is in one industry one firm that interacts as the market leader. It is characterized by having the largest market share. Furthermore, the market leader determines pace and bases of competition as for example the pricing or advertising intensity and last its ability to create a benchmark which means that it then influences the activities of other companies (Wilson and Gilligan, (2006)). For example the sports brand NIKE is the market leader in the sports industry in the USA but also operating strongly on a global basis due to an enormous potential purchasing power worldwide. However, regarding the European market, ADIDAS dominates the sports industry market (Smit, 2006). [...]