Abstract
Purpose – This paper aims to build important strategic elements to penetrate deeper into the contact lens market and increase sales. Design/methodology/approach – The contact lens market is highly competitive and unattractive. Because contact lens market growth has slowed, competitors have become more alike. To survive or make more than normal profits, a contact lens manufacturer has to differentiate and compete on wider dimensions. Findings – In a complex, competitive and ever-changing vision care industry environment, a contact lens manufacturer must compete on wider dimensions to gain strategic advantage and increase sales. Practical implications – To survive, a contact lens manufacturer’s strategic game plan may not look simple and form wider strategic components. Originality/value – Provides a unique look at the contact lens market.
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