The analytical framework most effective at uncovering latent, indirect competitors negatively impacting market share is a 'jobs-to-be-done' (JTBD) analysis. This framework shifts the focus from who the direct competitors are (companies offering similar products or services) to what 'job' the customer is hiring the product or service to do. Latent or indirect competitors are those that fulfill the same customer 'job' in a di....
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