Competitor scenarios: Projecting a rival's marketplace strategy

Competitor analysis, as practiced in many firms, emphasizes delineation of competitors' current strategies to the neglect of their likely future strategy alternatives. Scenarios offer a unique method of identifying and testing plausible competitor strategy alternatives. This article provides a number of distinct approaches to developing competitor scenarios and shows how your firm can fully integrate scenario learning and decision making. © 1999 John Wiley & Sons, Inc.