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Market Sensing Today by Constantinos-Vasilios Priporas, Melvin Prince

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CHAPTER 2

Rethinking Competitive Analysis from a Market Sensing Perspective

Dilip S. Mutum,a Bang Nguyen,b and T. C. Melewarc

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

Introduction

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 ...

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