The 12 Driving Forces

Leanway

1. Changes in long-term industry growth rate

TV, VCR, music cassettes, cell phones, food

2. Changes in who buys the product and how they use it

Youth, women, elderly, developing nations

3. Product innovation

PDAs, automobiles, pharmaceuticals

4. Marketing innovation

Web, cell phones, sporting events

5. Entry or exit of major competitors

Starbucks, Columbus Café, YSL retires…

6. Diffusion of technical knowledge

Higher “comfort level” with computers, more producers

7. Increasing globalization of industry

Music, films, fashion, food

8. Changes in cost and efficiency

Napster, Kazaa, online publications

9. Shift from standardized to differentiated products and vice-versa

Coca Cola, fast food, Smart, “mass customization”(Dell computer)

10. Regulatory influences and government policy changes

The Euro, China+WTO, NAFTA, environmental policy

11. Changing societal concerns, attitudes, lifestyles

Anti-aging, insecurity, “lifestyle” pharmaceuticals

12. Changes in degree of uncertainty and risk

Terrorism, financial markets, political changes

YOUR MISSION

1, Identify the 3 strongest driving forces in your industry

+give examples/evidence

2. Discuss the specific impact of each driving force

-in the short term (2005)

-in the longer term (2015) (predictions)

Leanway

以上是来自某欧洲商学院的题，有兴趣的可以做一下。