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It would have been equally correct to select the Five Competitive Forces analysis refined by Michael Porter, one of the major figures in the field of strategic management. This methodology addresses the same issues but differs only in the language that they use to describe corporate behavior. The five forces are:
· The threat of new entrants into an industry or a market served by a specific company.
· The bargaining power of suppliers.
· The bargaining power of customers.
· Threat of substitute products or services.
· The intensity of the rivalry among existing firms.
Each of these topics is treated separately in the discussion that follows...
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