Tracking Adjacent Markets for Competitive Threats

Posted by LyndaEngler on March 15, 2011

Competitive intelligence professionals are trained to look for patterns and changes in markets. Typically, the focus of an organization's intelligence program is on their direct competitors and the markets in which they operate. This valuable process keeps the primary competitors and competitive threats at the center of management's attention, often making sure that few surprises are generated by known competitors.

But changes from outside the system can completely change the rules of the market. Not tracking changes in adjacent markets can lead to serious stumbles.

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