Appraising competitors often involves assessing their strengths and weaknesses in some way, comparable to parts of the SWOT approach that management might use to assess their own business. But such approaches are qualitative and high-level, and quite inadequate for designing and implementing specific competitive campaigns. A more rigorous approach …

Now here’s a really useful tool from McKinsey. Using ‘power curves’ to assess industry dynamics shows the value of seeing the size-distribution of competitors in an industry. It…