David Conklin and Larry Tapp

Many organizational structures in the 21st century will rest on cooperation as well as competition. A set of corporations will work together to expand the value that is added by their group. In particular, this set of corporations will strive continually to create unique goods and services so that potential substitutes are further removed from the final customer’s purchasing decision. While the group as a whole faces competition from other groups, the organizational dynamic within each group seeks to improve the outcomes for all participants. Porter’s five forces are not particularly helpful as an analytical framework for the creative web.

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