Chapter Outline

I. The Cellular Telephone Business: Increasing Competition in a Growing Market
A. Cell phone manufacturing
B. Cell phone service providers

II. Marketing Challenges Addressed in Chapter 4

III. Markets and Industries: What’s the Difference?
A. Defining markets and industries: levels of analysis
B. Challenges in market and industry definition

IV. The Market is Attractive: What about the Industry?
A. Driving forces
B. Porter’s five major competitive forces
C. A five forces analysis of the cellular phone service industry
D. Changing competition and industry evolution
E. Critical success factors

V. Industry Analysis at the Micro-Level: How Intense is the Immediate and Local Competition?

VI. Rate of Diffusion of Innovations: Another Factor in Assessing Opportunity Attractiveness
A. The adoption process
B. The rate of adoption
C. Adopter categories
D. Implications of diffusion of innovation theory for forecasting sales of new products and new firms

VII. Sustaining Competitive Advantage over the Product Life Cycle
A. Life-cycle curves
B. Market and competitive implications of product life-cycle strategy
C. Strategic implications of the product life cycle
D. Limitations of the product life-cycle framework
E. Strategic value of product-market evolution