Managerial Identification of Competitors

Managerial Identification of Competitors

By
Bruce H. Clark, David Bruce Montgomery
Journal of Marketing. July
1999, Vol. 63, Issue 3, Pages 67-83

Despite extensive academic research on how to identify competitors objectively, marketers know relatively little about how managers identify competitors in practice. The authors bring together diffuse literature in this area and propose a cognitive framework for managerial identification of competitors. They report the results of two studies that examine the attributes managers use in deciding who their competitors are.