Patterns of Competition: A Study of Local Restaurants

Abstract

Competitors come a very poor second to consumers as the focuses for studies carried out by marketing academics. Since the marketing concept is so much at the heart of what many academics think marketing is all about this should surprise no one. However, the emergence of the subject of marketing strategy with its concern over sustainable competitive advantage and the current popularity of competitiveness, however defined, as an adjunct or complement to marketing studies suggest that competitors and competition may be about to become a fashionable area for study. And not before time. The trinity of company, consumer and competitor, however stark as a framework, represents the minimum knowledge anyone would require before taking a major marketing decision.

Citation

Auty, S. and Easton, G. (1990), "Patterns of Competition: A Study of Local Restaurants", Marketing Intelligence & Planning, Vol. 8 No. 1, pp. 27-33. https://doi.org/10.1108/EUM0000000001072