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I), Porter elabora a estrutura das forcas que definem a postura basica de concorrencia em uma industria, configurando em 5 forcas basicas aquilo que o modelo SCP chamou de condicoes basicas da estrutura de mercado. Utilizando o mesmo referencial teorico, Porter todavia faz o que Barney (1986) chamou de virar de cabeca para baixo os objetivos originais de politica economica, pois o centro da atencao passa a ser a empresa, ou seja, nao se trata mais de estudar a industria para reduzir o retorno das empresas para um nivel competitivo, mas sim de estudar a industria para saber como uma empresa pode aumentar sua rentabilidade construindo defesas contra as forcas competitivas ou encontrando posicoes na industria onde as forcas sao mais fracas...
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