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<a href="http://www.accessmylibrary.com/article-1G1-106007405/do-you-scope-out.html" title="Facts and information about Do You Scope Out Competitors? The Best Do -- And Learn Plenty They browse rival stores, query customers, build findings into game plans.(A)(MANAGING THE SUCCESSFUL COMPANY)">Do You Scope Out Competitors? The Best Do -- And Learn Plenty They browse rival stores, query customers, build findings into game plans.(A)(MANAGING THE SUCCESSFUL COMPANY)</a>
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Do You Scope Out Competitors? The Best Do -- And Learn Plenty They browse rival stores, query customers, build findings into game plans.(A)(MANAGING THE SUCCESSFUL COMPANY)
Byline: KATHARINE STALTER
Ted Innes likes to shop. The head of marketing at Movie Gallery, a Dothan, Ala., video retailer, routinely drops by rivals' stores.
He'll look at point-of-sale displays, selection and prices and ask shoppers what they like. To Innes, there's no better way to scope out a rival. "Our store managers are all very conscious of other retailers in the neighborhood," he said.
Leonard Fuld, of Cambridge, Mass.-based competitive intelligence firm Fuld & Co., says such snooping is crucial.
But many firms neglect even such basic methods. They haven't thought through and told staff what are acceptable ways of finding out what rivals are up to.
As a result, he says, employees can be confused as to what's legal, ethical or just embarrassing.
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