In most industries, competitors fight it out among themselves, often spending billions of dollars in advertising or price wars, with very little to show for their efforts. Despite the enormous expenditures on these competitive battles, competitors often see only marginal fluctuations in their market shares. Throughout the fray, market share typically vacillates among the competitors, and one competitor may end up with a 1 or 2 percent improvement in its position. Rarely does a company carve out a significant slice of the market, and still more rarely in just five or ten years. Yet the companies listed above have done exactly this.