Assessing Market Rigidity: Leave It to Physicians

Philippe Mouillot () and Rémy Park ()
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Rémy Park: CEREGE [Poitiers] - Centre de recherche en gestion - UP - Université de Poitiers = University of Poitiers

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Abstract: Among the various marketing tools author Michael Porter has created, the "Five Forces" certainly remains one of the most famous diagrams that all business teachers have taught their students. Easy to both understand and use, the Five Forces certainly help organisations make a first opinion about a market's accessibility. Yet, while many do consider the tool an outdated device, we believe the opposite. Here, we propose to consider "forces" for what they firstly mean, a strength or energy as an attribute of physical action or movement. In order to try and give a second chance to Porter's Five Forces, we have invited Physics to collaborate with Marketing and came up with a quantitative formula, which could make the difference when assessing any market's rigidity.

Keywords: Market intensity; 5 Forces Diagram; Industry; Competition (search for similar items in EconPapers)
Date: 2023
New Economics Papers: this item is included in nep-com
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Published in Journal of Strategic Marketing, inPress

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