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Industry attractiveness : an empirical investigation into the New Zealand wine industry
journal contributionposted on 06.12.2017, 00:00 authored by Philip BrethertonPhilip Bretherton
Porter's five forces model of industry attractiveness is widely taught in business schools but there is considerable debate as to its usefulness for practitioners. This qualitative research looks at the theoretical model and then analyses an actual industry using in-depth interviews with senior winery managers to see if the model delivers useful insights for the managers involved in the industry.