existing competitors

• The power of online

• When an

• Substitution is a

• Barriers to entry are

• The Internet

buyers is increased


significant threat

reduced, enabling


since they have a

purchases, the

since new digital

new competitors,


wider choice and

bargaining power of

products or

particularly for

which makes it less

prices are likely to

its suppliers is

extended products

retailers or service

easy to differentiate

be forced down

reduced since there

can be readily

organisations that


through increased

is wider choice and


have traditionally

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