Competitive strategies can be divided into offensive and defensive ones. Companies pursuing offensive strategies directly target competitors from which they want to capture market share. In contrast, defensive strategies are used to discourage or turn back an offensive strategy on the part of the competitor. For example, a company may choose to defend its market position by producing a more affordable product. Offensive strategies are usually faster acting than defensive ones. They focus on taking market share by going after low-hanging fruit - attractive markets where the company can easily make inroads with its brand name and strong marketing efforts. These strategies often result in short-term losses as well as long-term gains. For example, Microsoft took advantage of its early lead in personal computers by developing software that was not only good but also free. This allowed it to attract users who would otherwise have gone for cheaper products that required payment up front - a practice known as "lock-in". Defensive strategies, on the other hand, try to prevent your competition from gaining ground. They typically involve large investments that pay off over time if the competitive environment stays the same or changes in the customers' favor. For example, Intel invests heavily in research and development because it knows that this will give it an edge over competitors who might spend their money on advertising or other forms of promotion.