Two-way Stretch

Companies in the middle range of the market might decide to stretch their lines in both directions. Sony did this to hold off copycat competitors for its Walkman line of personal cassette player. Sony introduced its first walkman in the middle of the market. As imitative competitors moved in with lower-priced models, Sony stretched downward. At the same time, to add lustre to its lower-priced models and to attract more affluent consumers, Sony stretched the Walkman line upward with new models and technology