What is Shadowing:

Shadowing is an analytical technique that monitors specific competitors or markets in a high degree of detail to learn how a specific competitor might think, reason, and react. It means learning as much as possible about a competing firm’s managers in order to predict what they might do.

The competitive knowledge afforded by shadowing will allow a firm to make reasonably accurate inferences regarding the strategic and tactical intentions of rivals.


The purpose of Shadowing:

Shadowing helps answer and address key topics and questions such as:

  • How will our leading rival respond to our decision to (cut prices, pull out of the market, partner with ABC, and so on)?
  • What will our domestic rival do when we introduce our next generation of product?
  • What do our competitors believe are our weaknesses, blindspots, and vulnerabilities?
  • How will an acquisition target respond to our pending proposal?
  • What direction will a rival take when it moves forward with their CEO succession?
  • What are the likely next moves by our top rival? What directions will it go? What can we learn from best practice players?

What is included in the Shadowing PDF:

  • Background about the origin of Shadowing
  • Strategic rationale and implications of Shadowing
  • Key topics and questions addressed by Shadowing
  • Strengths and advantages of Shadowing
  • Weaknesses and limitations of Shadowing
  • A step by step process for applying the Shadowing Technique
  • Shadowing Case Study: Illuminating Strategy and 4 Mini Case Studies
  • Shadowing Analysis Worksheet
  • FAROUT© Summary about Shadowing
  • Related Tools and Techniques
  • References


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