The 12 Driving Forces
<p></p></B> </P>1. </B>Changes in long-term industry growth rate<p></p></B></P>
TV, VCR, music cassettes, cell phones, food<p></p></P>
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2. </B>Changes in who buys the product and how they use it<p></p></B></P>
Youth, women, elderly, developing nations<p></p></P>
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3. </B>Product innovation<p></p></B></P>
PDAs, automobiles, pharmaceuticals<p></p></P>
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4. </B>Marketing innovation<p></p></B></P>
Web, cell phones, sporting events<p></p></P>
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5. </B>Entry or exit of major competitors<p></p></B></P>
Starbucks, Columbus Café, YSL retires…<p></p></P>
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6. </B>Diffusion of technical knowledge<p></p></B></P>
Higher “comfort level” with computers, more producers<p></p></P>
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7. </B>Increasing globalization of industry<p></p></B></P>
Music, films, fashion, food<p></p></P>
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8. </B>Changes in cost and efficiency<p></p></B></P>
Napster, Kazaa, online publications<p></p></P>
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9. </B>Shift from standardized to differentiated products and vice-versa<p></p></B></P>
Coca Cola, fast food, Smart, “mass customization”(Dell computer)<p></p></P>
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10. </B>Regulatory influences and government policy changes<p></p></B></P>
The Euro, China+WTO, NAFTA, environmental policy<p></p></P>
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11. </B>Changing societal concerns, attitudes, lifestyles<p></p></B></P>
Anti-aging, insecurity, “lifestyle” pharmaceuticals<p></p></P>
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12. </B>Changes in degree of uncertainty and risk<p></p></B></P>
Terrorism, financial markets, political changes<p></p></P>
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YOUR MISSION<p></p></B></P>
1, Identify the 3 strongest driving forces in your industry<p></p></B></P>
+give examples/evidence<p></p></B></P>
2. Discuss the specific impact of each driving force<p></p></B></P>
-in the short term (2005)<p></p></B></P>
-in the longer term (2015) (predictions)<p></p></B></P> 以上是来自某欧洲商学院的题，有兴趣的可以做一下。
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