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CASE STUDY: Juniper Networks' J-Central

Challenger brands need pretty shrewd marketers. And when you are competing against a market leader with over 90 per cent of the market, it is unwise to go head to head.

This was the challenge facing Sarah Wright, enterprise programme manager EMEA at network solutions provider Juniper Networks in 2008. Although a market leader in the service provider market, she knew they had to fight hard to make an impression on the market share of Cisco in the enterprise market.