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Business and Competitive Analysis: Effective Application of New and Classic Methods, Second Edition by Babette E. Bensoussan, Craig S. Fleisher

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17. Industry Fusion Analysis

This chapter combines macro-environmental analysis with industry analysis and demonstrates the unique creativity that is part of the world of business and competitive analysis.

Organizations and the industries in which they operate are embedded in a broad environment, which can significantly impact the competitiveness of both industries and organizations.

The starting point then of any strategic analysis is some form of environmental analysis—generally STEEP/PEST analysis—followed by Industry Analysis, taught in business schools as Porter’s Five Forces, which together provide a structural framework outlining an industry and a unique and perhaps more holistic perspective on a firm’s competitiveness. (See Chapters 6 ...

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