Considers the importance of implementing a market orientation, highlighting the difficulty in focusing on competitors rather than customers. Offers an approach to competitive analysis taking into account the validity of both competitor and customer orientations. Argues that this type of method can help managers to maintain or build their position in relation to competition. Illustrates the stages involved in customer‐based competitive analysis with a case example.
Smith, D.C., Andrews, J. and Blevins, T.R. (1992), "The Role of Competitive Analysis in Implementing a market Orientation", Journal of Services Marketing, Vol. 6 No. 1, pp. 23-36. https://doi.org/10.1108/08876049210035719
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