This paper explores challenger strategy from a demand-side perspective. Departing from the traditional supply-side perspective, we highlight the significance of buyer switching inertia as an isolating mechanism affecting competitive heterogeneity and asymmetry across rivals and discuss its...

This paper is primarily concerned with inter-firm heterogeneity. By revisiting Ricardian economics and, in particular, introducing and applying the principles of comparative advantage to strategy inquiry, it advances current theoretical understanding of the phenomenon. Moreover, by introducing...