What are the most important parts of the industry for strategy purposes?

1. Who and what is included? Don’t assess too broadly or too narrowly. [example: taxi business Stockholm ref p.44] 2. What part of the value chain are we in? Don’t include too little or too much of the value chain 3. What functional level are we at? • Can be different geographic areas • or different service segments, e.g. business vs. leisure • or difference between products/services, e.g. hardware vs software