The consistent orientation of companies towards competitors and customers is one of the central prerequisites for long-term business success. Especially when a company's higher profits can only be realized at the expense of another company, it is crucial to be deliberately better than the competition. Marko Grozdanovic examines the phenomenon of competitive orientation and the optimal balance between competitive and customer orientation in 280 companies from various industries. He demonstrates that competition- and customer-related activities are driven by different forces within the organization. Based on an assessment of current practices, he formulates numerous recommendations for shaping and managing the competitive and customer orientation of companies.