Defenders are firms that stake out a product turf and protect it through whatever means, not necessarily by developing new products. In the context of product development, defenders typically invest heavily in research and development (R&D) to maintain their edge over challengers. They also often use marketing and advertising to create strong brand loyalty among customers. While these strategies can be effective in the short term, they may not be sustainable in the long run. In addition, defenders may be disadvantaged if they are slow to embrace new technologies or market trends. Ultimately, whether or not a company succeeds as a defender will come down to its ability to adapt to change while still protecting its core product turf.

‍