Market Leader's Responsability to Grow Industry

Suntan City launches an intensive marketing and advertising campaign. The tanning industry has been plagued by declining sales, regulatory pressures, and negative health impacts. With most tanning salons being independent single stores, no one sole proprietor has the incentive to advertise. Suntan City's campaign raises awareness to all local tanning salons, with much of their advertising dollars benefiting competitors. It is the burden of market leaders like Suntan City to bear these costs to grow the industry as a whole.