STRATEGIES FOLLOWED BY MARKET LEADER TO COPE DISRUPTION

This paper analyses the various strategies and survival techniques a market leader adopts to maintain its position in the market. With disruptive innovations creating turbulence across the entire landscape, it is difficult for market leaders to hold its position, market share and profits. This study dives deep into the various industries and studies the impact of disruptive technologies and innovations on the market. This research also analyses the sentiments of customers towards these disruptions. With the basic understanding and over all research this research paper is based on the study of Indian telecom industry and the changes it faced when Reliance Jio was introduced. Jio as a disruptive innovation hampered the markets of existing leaders and as a result Airtel, the then market leader, adopted some business strategies to maintain its market position, stop churn and came up with a lot of changes in their tariffs and value proposition. By the advent of telecom industry, this paper also studies the coping strategies by market leaders across other industries.