3. A framework to predicting competitor’s behavior Microsoft and Sony – Video Game Console Market Rivalry During 2006-2007 , Sony was locked in a ferocious war with Microsoft for leadership in the video game console market. Because of its early lead, Microsoft’s XBox 360 had a substantial lead in installed base, but Sony’s PS3 had superior specifications. Sony is anxious to predict how aggressive Microsoft is likely to be in this market. (Grant, Robert; Contemporary Strategy Analysis; 6th)