Managers' mental categorizations of competitors

The existence of mental categorizations and mental models has been documented in the literature. However, categorizations and models have not been explored in the context of competitor definitions from a manager's point of view. This article explores the potential for managers to define their competitive environment in relation to their experiences, rather than define the competitive environment through arbitrary industry or product distinctions. Several propositions are put forth in an attempt to encourage further research. © 2000 John Wiley & Sons, Inc.