There is no question that change is guaranteed. It will never go back to the way it was before. It does not matter if it is the economy, environment, technology or politics.
Understanding how your competition is responding to change
The value of studying your competition is obvious but what insight can you gain from looking outside of your own direct competitor and your own field?
Plenty of insight. Why?
Because what happens in other markets is often an indication of what will happen in your market. Sometimes this can give you enough time to prepare or to take advantage of it before your direct competitors are even away that the change is happening.