Competition as an inspirational marketing tool

By definition, the process of creative destruction, which is essentially constructive competition, has another side: some companies and products can no longer compete in the marketplace. In their struggle for profits and shareholder value, companies employ various competitive strategies and display different competitive behaviours. It is useful in this regard to distinguish between strategies and behaviours that increase the profitability of the total market, including one's own profitability, and strategies and behaviours that strengthen the relative competitive position of one's own company.