engleski

Reinterpretation of INDUSTRUCT and M.E. Porter’ s Five Forces Model : Empirical Evidence from Criatian Buseniss Practice

Since the 1980s, M. E. Porter has been considered as the ultimate and indispensable author for any systematic analysis of the general, marketing and managerial aspects of competition. However, his works dealing with the analysis of competition in industry have come under the scrutiny of numerous studies and critiques. Some of the more recent critiques of M. E. Porter’ s postulates relate to the fact that they have rarely been empirically confirmed and that they rely mostly on the analysis of relevant cases from business practice. For this very reason, Pecotich, Huttie and Peng Low have in 1999 in their work "Development of INDUSTRUCT: Scale for the measurement of perceptions of industry structure", presented the Industruct model as an instrument which would provide strong scientific foundations for the evaluation of the content and relevant relationships among stakeholders during the specific analysis of industry structure. In the present paper, the authors attempt a theoretical reinterpretation of the basic postulates of two models/concepts and the context in which they emerged and on the basis of empirical research conducted on the sample of 150 SMEs in Croatia, show the validity of the proposed structural variables in determining the intensity and structural competition in the new economic context which until now has been insufficiently elaborated.

M.E. Porter; INDUSTRUCT; competition; five forces model

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