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:
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Who are our competitors?
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Where do our competitors stand in the market?
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What resources do our competitors have, i.e. how powerful are they?
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Where do our competitors want to get to?
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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.
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© 2012 Springer-Verlag Berlin Heidelberg
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Homburg, C., Schäfer, H., Schneider, J. (2012). Competitor Information: Know Your Opponent. In: Sales Excellence. Management for Professionals. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-29169-2_13
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DOI: https://doi.org/10.1007/978-3-642-29169-2_13
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Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-29168-5
Online ISBN: 978-3-642-29169-2
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