Competitor Intelligence: Enabling B2B Marketing Strategy

Author(s): Liam Fahey

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at https://www.e-elgar.com/shop/handbook-of-business-to-business-marketing.

n any B2B market space, strategy is not just about attracting, winning and retaining customers; it must also be about outwitting, outmaneuvering and outperforming current and potential rivals. This chapter defines and describes the domain, scope, and intent of competitor intelligence, and illustrates how and why intelligence, as an understanding of competitors’ current and potential strategies, is fundamental to designing and executing strategies that generate superior marketplace and financial returns. Next, it describes the state of the practice of competitor analysis, and offers a research agenda to advance knowledge about competitor intelligence.
black and white chess piece

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