Product Class Competitors as Sources of Innovative Marketing Strategies Available to Purchase

Describes an approach to competitive analysis that focuses on inter‐industry learning. Examines examples which show how the approach can provide insight into identifying new product opportunities, ways of repositioning existing products, and ways of adding value to existing products. Concludes that an inter‐industry learning strategy is more likely to succeed because it delivers innovative ideas while escaping the codes of conduct that develop within particular industries.