aNottingham University Business School, The University of Nottingham, Malaysia Campus, Selangor, Malaysia
bECUST School of Business, East China University of Science and Technology, Shanghai, P.R. China
cDepartment of Marketing, Branding and Tourism, School of Business, Middlesex University, London, UK
Know the enemy and know yourself; in a hundred battles you will never be in peril
—Sun Tzu in The Art of War
Competitor analysis is central to a company’s strategy. As illustrated by the quote from Sun Tzu’s The Art of War, in order to overcome your competitors, it is essential to have an understanding of theirs ...