Asymmetric competition

Assymetric competition refers to forms of business competition where they are considered competitors in some markets or contexts but not in others. [1] In such cases, they can choose to allocate competitive resources and marketing actions among their competitors out of proportion to their market share . [2] [3] [4] [5] Asymmetric competition can be visualized using such techniques as multidimensional scaling and perceptual mapping .

Forms of assymetric competition

  • Firm A may compete with B in some markets but not others.
  • Firm A competes with B over certain attributes (such as reliability and design ) but not over others (price).
  • Firm A considers B a competitor B does not consider A to be a competitor.
  • Firm does not consider to be a competitor, however, consumers see its products as competing with its products.

See also

  • Competition
  • coopetition
  • Product differentiation
  • Non-price competition
  • Asymmetry Information
  • Multimarket contact
  • Size-asymmetric competition


  1. Jump up^ DeSarbo, Wayne S., Rajdeep Grewal, and Jerry Wind. “Who competes with whom? A demand-based perspective for identifying and representing asymmetric competition.” Strategic Management Journal 27, no. 2 (2006): 101-129.
  2. Jump up^ Carpenter, S. Gregory, Lee G. Cooper, Dominique M. Hanssens, and David F. Midgley. “Modeling asymmetric competition.” Marketing Science 7, no. 4 (1988): 393-412.
  3. Jump up^ Gonzalez-Benito, Oscar, Pablo A. Munoz-Gallego, and Praveen K. Kopalle. “Asymmetric competition in retail store formats: Evaluating inter-and intra-spatial space effects.” Journal of Retailing 81, no. 1 (2005): 59-73.
  4. Jump up^ Heath, Timothy B., Gangseog Ryu, Subimal Chatterjee, Michael S. McCarthy, David L. Mothersbaugh, Sandra Milberg, and Gary J. Gaeth. “Asymmetric competition in choice and the leveraging of global disadvantages.” Journal of Consumer Research 27, no. 3 (2000): 291-308.
  5. Jump up^