To oust Windows the company should resort to innovation. According to Rothaemel, innovation drives the competitive process (Rothaemel, 2013). Innovation also allows companies to redefine the market. The company may be using a low-cost strategy in its attempt to unseat Windows. It would be beneficial for the organization to determine the needs of customers in the market by conducting market research. Competitive advantage should also be considered when developing market strategy. The company should have a marketing plan and set up strategies to advertise to the target market. The marketing strategy should be innovative enough to make people want to try the new operating system. New industries often arise from innovation (Rothaemel,