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Assessing Market Rigidity: Leave It to Physicians

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  • Philippe Mouillot

  • Rémy Park

    (CEREGE [Poitiers] - Centre de recherche en gestion [UR 13564] - UP - Université de Poitiers = University of Poitiers)

Abstract

Among the various marketing tools author Michael Porter has created, the "Five Forces" certainly remains one of the most famous diagrams that all business teachers have taught their students. Easy to both understand and use, the Five Forces certainly help organisations make a first opinion about a market's accessibility. Yet, while many do consider the tool an outdated device, we believe the opposite. Here, we propose to consider "forces" for what they firstly mean, a strength or energy as an attribute of physical action or movement. In order to try and give a second chance to Porter's Five Forces, we have invited Physics to collaborate with Marketing and came up with a quantitative formula, which could make the difference when assessing any market's rigidity.

Suggested Citation

  • Philippe Mouillot & Rémy Park, 2023. "Assessing Market Rigidity: Leave It to Physicians," Working Papers hal-04078366, HAL.
    • Handle: RePEc:hal:wpaper:hal-04078366
    Note: View the original document on HAL open archive server: https://hal.science/hal-04078366v1
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