Perry's Printing should respond to the new strategic plan published by their competitor. According to Barney (1991), firms should monitor their competitors' strategies to maintain their competitive advantage. If Perry's Printing ignores the competitor's new plan, they risk losing market share to them. However, the response should be strategic. As Jeff noted, Perry's Printing has been implementing green practices for years. They can leverage this by subtly communicating their long-standing commitment to sustainability, thereby differentiating themselves from the competitor who is just starting to go green