Game Theory
If you are not the leader, never play the game according to the rules the leader has set. Otherwise, you are certain to lose. In other words, do not try to "outexcel" the competitor in its area of excellence or strategic capabilities. Playing by the rules set by the leader in an industry is certain death over time. The leader understands the rules better. A better approach in my view, is to create a distinctive strategy to change the rules of play. By changing the rules of play, you neutralize and paralyze the leader.