4.The Five Competitive Forces that Determine Industry Profitability 6-9 Potential Entrants Threat of New Entrants Industry Bargaining Competitors Bargaining Power Power Of suppliers of Buyers Suppliers Buyers Rivalry Among Existing Firms Threat of Substitute Products or Services Michael E.Porter Substitutes 對至（竹置多大芳 国际商学院市场营销学系 University of Intemational Business and Economics国际商学院 市场营销学系 6－9 Potential Entrants Industry Competitors Rivalry Among Existing Firms Suppliers Buyers Substitutes Threat of New Entrants Bargaining Power Of suppliers Bargaining Power of Buyers Threat of Substitute Products or Services 4. The Five Competitive Forces that Determine Industry Profitability Michael E. Porter