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New Directions for the Licensed Trade: A Structural Analysis

Clare Elwood Williams (Sheffield Hallam University, Sheffield, UK)
Guy Lincoln (Leeds Metropolitan University, Leeds, UK)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 1996



This paper evaluates the competitive environment of the licensed trade sector of the leisure industry. Porter's model for structural analysis is used to identify the competitive forces affecting the industry and as a framework for making some predictions as to the new directions likely to be facing the industry in the future. The five industry forces — threat of new entrants, power of suppliers, power of buyers, substitute products and competitive rivalry are discussed with relation to the current competitive environment. From this, the major new directions for the licensed trade are presented and their potential impact on industry competition discussed.



Elwood Williams, C. and Lincoln, G. (1996), "New Directions for the Licensed Trade: A Structural Analysis", International Journal of Wine Marketing, Vol. 8 No. 1, pp. 5-18.




Copyright © 1996, MCB UP Limited