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They consist of those forces close to a company that affect its ability to serve its customers and make a profit. A change in any of the forces normally requires a company to re-assess the marketplace. The overall industry attractiveness does not imply that every firm in the industry will return the same profitability...
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Firms are able to apply their uniqueness in resource, business model or network to achieve a profit above the industry average. A clear example of this is the airline industry. As an industry profitability is low and yet individual companies by applying unique business models have been able to make a return in excess of the industry average...
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