A Guide for Industry Study and the Analysis of Firms and Competitive Strategy

《A Guide for Industry Study and the Analysis of Firms and Competitive Strategy》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、AGuideforIndustryStudyandtheAnalysisofFirmsandCompetitiveStrategyThispageisaguidetoapplyingtheprinciplesofeconomicstoresearchingandunderstandingamarketandtheindustriesandfirmsthatmakeupthemarket.I.IntroductionTherearetwodistinctyetrelatedmodelsforstudyingmarkets.Onemethodofanalysisisthe"Struct

2、ure-Conduct-Performance"paradigmfromtheIndustrialOrganizationfieldofeconomics.AnotherisPorter'sFiveForces.Aswewillseeshortly,Porter'sFiveForcesandthe"Structure-Conduct-Performance"paradigmoverlapinmanyways.Thispagecombinesbothmethodsintoaunifiedguideforindustrystudiesandtheanalysisoffirmsandco

3、mpetitivestrategy.I.A.Porter'sFiveForcesI.A.1.Introduction"TheStructuralAnalysisofIndustries"iscoveredquitewellinChapter1ofPorter,MichaelE.,CompetitiveStrategy:TechniquesforAnalyzingIndustriesandCompetitors,1980andnewintroductionin1998,TheFreePress,NewYork,NY.Figure1isagraphicalrepresentationo

4、fPorter'sFiveForces.Figure1:Porter'sFiveForcesPorterdetailsthefactorsthatimpacteachforceanddevelopsananalyticalmodeltostudyindustries.Thepurposeofthisanalysisistoassesstheprofitabilitypotentialofindustries.TheanalyticaltoolsofPorter'sbookwillnotbereproducedhere.However,Porter'sframeworkincorpo

5、ratestheanalysisofmarketstructureandverticalsupplychainsandeachoftheseconceptswillbeaddressedfromtheperspectiveofaneconomist.I.A.2.TheMicrofoundationsofPorter'sFiveForcesTherealgeniusofPorter'sFiveForcesisthatitbuildsonandcombinestwotoolsfrommicroeconomics,namelytheanalysisofmarketstructureand

6、verticalboundaries.Theanalysisofmarketstructureisthefirstelementofthe"Structure-Conduct-Performance"paradigm.I.A.2.a.MarketStructureTheverticalelementsofPorter'sFiveForcesareshowninFigure2.Figure2:TheVerticalElementsofPorter'sFiveForcesEachoftheseelementscorrespondstoadeterminantofmarketstruct

7、ureasdetailedinTable1below.Table1:Porter'sFiveForcesandMarketStructureElementofPorter'sFiveForcesDeterminantofMarketStructurePotentialEntrantsBarrierstoEntryIndustryCompetitorsNumberofSellers(DirectSubstitutes)ProductCharacteristicsIndi