Business schools teach future industry leaders how to analyze an industry’s determinants of profitability regardless of the industry’s structure with Porter’s (1980) five forces. The next step for a business is to choose a positioning for a competitive advantage through one of the generic strategies, such as differentiation. However, in her recent article, Rita McGrath said companies should give up the quest for competitive advantage by arguing that: In today’s new world of markets with neither borders nor barriers, strategy practices and their espoused theories have failed to progress at the speed of the fast-changing business environment (Kinni, 2014).
Similarly, Wilde and Hax (1999) designed the delta model after they observed from their survey over several years that Porter’s frameworks missed and did not explain many successful strategies.
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