C. Davidow's theory of "The Future of Competition"

C. Bryan Davis's "The Future of Competition" suggests that successful businesses should focus on shaping customer perceptions and experiences rather than just competing on price or product features. The theory emphasizes that understanding market dynamics, transitioning from a focus on existing products to creating new markets, and anticipating future customer needs are key to sustained success. It highlights strategies like innovation, value creation, and positioning to influence how consumers perceive a company's offerings, ultimately enabling organizations to stay ahead in a competitive landscape by proactively shaping the future rather than merely reacting to it.