PortersGenericStrategiesIftheprimarydeterminantofafirmsprofitabilityistheattractivenessoftheindustryinwhichitoperates,animportantsecondarydeterminantisitspositionwithinthatindustry.Eventhoughanindustrymayhavebelow-averageprofitability,afirmthatisoptimallypositionedcangeneratesuperiorreturns.Afirmpositionsitselfbyleveragingitsstrengths.MichaelPorterhasarguedthatafirmsstrengthsultimatelyfallintooneoftwoheadings:costadvantageanddifferentiation.Byapplyingthesestrengthsineitherabroadornarrowsc
