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Xueliu,GSM,PKU 北京大学光华管理学院 刘 学 Who are your rivals? A competitive arena may be as broad as an industry or as narrow as product market. Usually, the tactical decision needs narrow definition of competitive arena, but strategic decision needs broader one. The arena definition is determined by choice among four dimensions the array of product or service categories(single product versus broad category); the class/segments of customers(single or multiple segments); geographic scope(single region or country versus global); number of activities in the value chain(many versus few) Identifying arenas O