The Forrester Category Leadership Strategy Tool

January 29th, 2024

With contributors:

Amy Hayes , Shelby Muschler , Michael Belden

Summary

Category leadership isn’t just a function of market share or analyst ranking. Companies are considered leaders when they play an active role in shaping a category, influencing its growth and definition in the minds of many constituencies. This tool helps portfolio marketers plan their category leadership strategy by looking at the strength of existing categories, assessing their company’s ability to influence those categories, and selecting among categories where they are able to successfully play a leadership role.

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