In conducting the analysis avoid the following common mistakes

In conducting the analysis avoid the following common mistakes.: Defining the industry to broad or narrow, making lists instead of engaging in rigorous analysis, paying equal attention to all of the forces rather than digging deeply. It’s the most important confusing fact with cause using static analysis that ignores industry, trends, confusing, cynical, or transient changes with true structural changes and using the framework to declare an industry, attractive or unattractive, rather than using it to strategic choice.

— from The Instruments (Awareness/Perception/Expectations) · Strategy- Harvard Business Review

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