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Entry of potential competitors. The more companies enter the industry, the more difficult it becomes for established companies to hold their share of the market and to generate high profits.
High or low risk of entry depends on the size of barriers to entry
? brand loyalty - continuing preference of buyers over time for the products of particular companies
? cost advantage - established companies have developed the right size and learning experience to produce cost effectively (discounts on bulk purchases, lower per unit technology costs)
? scale - efficient size of an operation
? legal barriers - regulations, tariffs, quotas, embargoes
3...
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