In 1939, John Steinbeck introduced America to the Joads, a family of tenant farmers driven from their Oklahoma home as a result of the economic hardship created by a series of unexpected transitions in the agricultural industry.
At one time or another, most of us in the field of marketing have undertaken the task of developing a 5 Forces Analysis as part of a long range planning exercise. A framework for industry analysis developed by Harvard Business School Professor Michael Porter, the model is most often used for analyzing the competitive dynamics of a given industry.