How do rivals compete: strategy, technology and tactics☆

This paper reports the results of an exploratory analysis of the actions taken by rivalious firms to create competitive advantage in 13 US product market segments. Twenty-four actions taken by competitors to achieve competitive advantage were identified. These were examined in greater detail through use of a survey that identified the common and unique actions used by the rivals. The findings indicate that a focused approach to the market together with increased use of product and process technology throughout market growth and concentration phases of industry maturity are important elements of successful competition.