market follower
noun[C]
COMMERCEukusacompanythat is not theleadingcompanyin aparticularmarketbut thatchoosestokeepitspositionratherthancompetingin aforcefulway toincreaseitsshareof themarket:
Marketfollowersmustknowhow toholdcurrentcustomers.
Compare
market challenger
market leader
market nicher
See also
follower