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Competitor Information: Know Your Opponent

  • Christian HomburgEmail author
  • Heiko Schäfer
  • Janna Schneider
Chapter
Part of the Management for Professionals book series (MANAGPROF)

Abstract

Only a company that knows its competitors can hold its own against them. The effects of misjudging the competition can be disastrous. This chapter considers the need for a competitor information system which answers questions such as:
  • Who are our competitors?

  • Where do our competitors stand in the market?

  • What resources do our competitors have, i.e. how powerful are they?

  • Where do our competitors want to get to?

  • What are they doing to get there?

This chapter begins the discussion of the kinds of competitor information that is needed, how it can be gathered, and how it can be utilized.

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Christian Homburg
    • 1
    Email author
  • Heiko Schäfer
    • 2
  • Janna Schneider
    • 3
  1. 1.Lehrstuhl für ABWL und Marketing IUniversität MannheimMannheimGermany
  2. 2.MünchenGermany
  3. 3.GanderkeseeGermany

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