Tom Peters, world famous management sage, has an interesting article about whether to conceal or publicise one’s competitors. He firmly advocates promoting awareness of them.
I think that few would intuitively answer as Tom suggests – insecurity would lead most people to hope that by not drawing attention to competitors, customers and prospect may simply remain ignorant of their existence and hence not defect to them.
Yet, looked at dispassionately, you’ll keep your customers by offering them the best service/product and if you’re not, then do something about it. Equally, you’re fooling yourself if you think your customers won’t find out – word gets round very quickly and customers are increasingly becoming connected to each other, often via the internet.
Whilst not making your customers aware of your competitors doesn’t qualify as dishonest, it may not reflect an honest approach to dealing with your customers.