Identify future changes in industry structure that would cause one to take the lead.-5 force framework Quynh Anh Nguyen Entry barriers có major sources: Supply-side economies of scale: scale lớn giảm cost, Supply-side scale economies deter entry by forcing the aspiring entrant either to come into the industry on a large scale, which requires dislodging entrenched competitors, or to accept a cost disadvantage Demand-side benefi ts of scale: customers thích mua hàng large firms vs nh kh Demand-side benefi ts of scale discourage entry by limiting the willingness of customers to buy from a newcomer and by reducing the price the newcomer can command until it builds up a large base of customers Customer switching costs: Switching costs are fi xed costs that buyers face when they change suppliers The larger the switching costs, the harder it will be for an entrant to gain customers Disney + , fee tính theo năm ko theo tháng, nên switching cost cao so vs netflix cost theo tháng Capital requirements: cần có capital resource để enter market Incumbency advantages independent of size cost or quality advantages that accrue through luck or over time, thứ cty có , thằng entrants phải cố vượt qua để vô dc TT Unequal access to distribution channels: incumbents may have tied up existing channels, preventing entry, or raising costs of creating Restrictive government policy