BUSI 4220U Chapter Notes - Chapter 4: Corporate Social Responsibility, Switching Barriers, Product Differentiation
Document Summary
An industry is a group of firms that offer a product or class of products that are similar and are close substitutes for one another. At the micro level, the analyses look not at the market or industry overall but at individuals in that market or industry, that is, specific target customers and companies themselves, respectively. Macro trend analysis: a framework for assessing market attractiveness, macro level. Assessing market attractiveness requires that important macroenvironmental trends or macro trends for short be noticed and understood. The demographic environment: demography is destiny. All kinds of things are governed to a significant extent by demographic changes: aging, aids, growing middle class. The sociocultural environment: sociocultural trends can take a generation or more to have significant impact. Within this broadly stable pattern, however, sociocultural trends can and do exert powerful effects: corporate social responsibility, fitness and nutrition.
