Good quality for better quantity.

Holger Paulsen

Structured and systematic monitoring of the competition is increasingly becoming a key means of assuring a company's success.

Good Quality For Better Quantity

Holger Paulsen   Beiersdorf AG, Germany

1. STARTING POSITION

In stagnating markets, the success of a company can no longer always be assured by increasing sales but rather more and more by gains in market share that must inevitably hurt the competition. In this context, it becomes clear that future-oriented companies need to take a good look at the activities and plans of their main competitors in a continuous and structured manner. If the data is stored in a computer-aided information system, it can be used advantageously, for example, to forecast the competitors' activities...

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