For many years home internet service providers like Comcast and Charter faced little competition. Now “Comcast and Charter face a grim new reality: action competition,” (Fast Company, August 30, 2022). They often bundled internet service with cable television offerings to retain customers. Now things are changing. Mobile phone companies, including T-Mobile and Verizon, are offering cheap, fast, home internet service.
This contemporary example can be used in Chapter 1 (where we talk about marketing’s role in innovation and how competition brings better products to market) and Chapter 3 (where we cover competition and technology).