Resumen
This case applies economic competition fundamentals to the situation of competing in the market for antiques and growing a business for the purpose of cap selling a building. The macro perspective of the case describes technology and demographic changes that have modified the nature of competition for antiques. The micro perspective of the case describes how The Village Antique Mall in Amarillo, Texas matured as a business in light of the changes to competitive forces. Price, location, attribute differences, firm-service differentials, and differentiated subjective image in the form of advertising are the primary forms of competition explored in the case.