To gauge how competitors might react to a prospective price, a manager must understand competitors’ technologies, products or services, costs, and financial conditions. In general, the more distinctive a product or service, the higher the price a company can charge. Where do companies obtain information about their competitors? Usually from former customers, suppliers, and employees of competitors. Some companies reverse-engineer—disassemble and analyze competitors’ products to determine product designs and materials and understand their technologies. At no time should a manager resort to illegal or unethical means to obtain information about competitors. For example, a manager should never bribe current employees or pose as a supplier or customer to obtain competitor information.