Maybe marketing research is in order?
It is interesting that businesses can sit idly by and watch opportunities go by because of lack of initiative or being too risk averse. I find it extremely ironic that a company can see that their competitors are doing things to grow aggressively and they just sit and continue to conduct business as usual. Even if they don't know what to do they should be doing something; maybe research. Research what is going on in the market that is causing others to act. What are the market changes or technological advances or new customer segments that are springing up? This interesting corporate behavior can be attributed to poor leadership, weak marketing programs or both. How do we change that mentality? Only one way is possible. Change the mindset of the organization.
Learn about ethnographic research visit http://marketing4excellence.blogspot.com/2008/09/ethnographic-research.html