Ryanair, Wal-Mart, Timex, Casio, and Hyundai are all OFTEN cited as examples of firms pursuing cost leadership strategies, but these firms make substantial investments in advertising, which seems more...

Ryanair, Wal-Mart, Timex, Casio, and Hyundai are all OFTEN cited as examples of firms pursuing cost leadership strategies, but these firms make substantial investments in advertising, which seems more likely to be associated with a product differentiation strategy. Are these firms really pursuing a cost leadership strategy, or are they pursuing a product differentiation strategy by emphasizing their lower costs?