1. How strongly from a historical or emotional perspective does the competitor identify with particular products and policies, such as selling approach, desire for product quality, and approach to product design?
2. What is the impact of cultural. regional, or national differences on the competitor's attitudes and perception of events?
3. Are there strongly institutionalized values or canons, such as those espoused by the competing firm’s founder, that influence attitudes?
4. What does the competitor believe about future demand for its product and other industry trends?
5. What does the competitor believe about its competitors' goals and capabilities? Are these beliefs accurate?
6. Does the competitor believe in conventional wisdom or rules of thumb, such as, “We must have a full line,” and "Centralization is the key to success"? Do these beliefs make it vulnerable?