This master thesis critically examines how new technology, AI, is influencing industry competition as viewed through the Porter’s Five Forces Framework for online retailers. It does this through a qualitative inquiry with seven expert interviews and a literature review focused on foundational papers, as well as more recent critiques of the Porter’s Five Forces Framework. Recent reports on the impact of AI is also examined. The thesis finds that several of Porter’s suggestions for the Five Framework are echoed by the interviewees, and the Forces appear to be relevant to consider for an online retailer considering the impact of AI. However, interviewees suggest the potential impact of network effects and fluidity between industries goes beyond what Porter indicated in his original study, thereby potentially influencing the extent to which one can solely rely on the Porter’s Five Forces Framework to support strategic decision making.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kth-231170 |
| Date | January 2018 |
| Creators | Danemo, Jonathan |
| Publisher | KTH, Industriell Marknadsföring och Entreprenörskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | TRITA-ITM-EX ; 2018:347 |
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