Competing
for Choice
An approach lauded
as one of the top 10
marketing theories
Esomar
2005
Vanguard presents at
ESOMAR 2005 Global
Market Research
Conference in Cannes
Is
your framework still useful in B2B? Our framework is equally
important to both the B2B
and B2C sectors. In B2B, Competing for Choice
is about a business choosing your business rather
than your competitor’s business. It’s about Competing
for Choice.
In B2B, you’re still dealing with people who you want
to make conscious choices, just as B2C companies
want consumers to actively select their products
or services. You want them to choose your business.
In principle it’s exactly the same. However both the
stakeholders and the dependence of choice might vary
according to the industry. The framework will have to be
customized but fundamentally B2B and B2C are the same.
