Porter argues that there is a key force in any industry, one that exerts more influence than the other forces. Now, is it an attractive industry? You need to explain, briefly, why or why not. Bear in mind that it is often not a clear decision because the forces are mixed – for example, there may be little concern about new entrants, suppliers or substitutes, but buyers may be fickle 14_Hanson_3ed_SB_3869_TXT