Competitive Analysis Theory Evolution. How to Measure Competition Online

E. Golovanova ()

Journal of Modern Competition, 2017, vol. 11, issue 3, 25-40

Abstract: The major concepts of competitive analysis that are most commonly used nowadays even though they were developed in the second half of the XX century are: Porter's 5 Forces Model, SWOT Analysis, 4P and etc. But in the current era lots of changes have significantly affected business infrastructure that's why great deal of studies are focused on expanding on the ideas, criticizing and adapting classical competitive analysis model. That's why this paper identifies different concepts of competitive analysis and their evolution and introduces new online competitive analysis model based on contemporary sources of data that can be used as additional source of information to classical competitive analysis models or can be used as a separate tool. Online competitive analysis model that is introduced in the paper named OE that stands for an abbreviation of two types of channels: owned and earned as the model is based on calculation of net traffic on the firms websites and net number of mentions of the brand or product. To test the model the analysis of Russian beauty market players in luxury segment was conducted.

Keywords: competitive analysis; internet tools; business performance indicators; beauty market; luxury segment; Online Competition (search for similar items in EconPapers)
Date: 2017
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