After completing a competitor analysis, it is useful to undertake a behavioral analysis. Are there ways that you can change the frame of a negotiation to get what you want? How does the positioning of the status quo affect the reaction to various negotiated outcomes. It is also useful to apply this same analysis to yourself. Is your data gathering subject to confirmatory bias? Are you overconfident in determining the appropriate scenario analysis to perform?
These behavioral factors can influence the perception of payoffs as well as the types of strategies your rival is likely to pursue. This is critical to building a mental model. Finally, game theory puts all of these analyses together to formulate what game is being played, what strategies are available and how payoffs are evaluated. As we saw in the Coors case, sometimes it is enough to know the relative payoff rankings, and these analyses can be especially useful in informing this aspect of payoffs.
Together, these steps constitute the basic framework for assessing a rival's response to a new product introduction, a change in positioning, a new pricing strategy, and so on.