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... "The company aimed to be the one place in the world that anyone would need to go to find anything, locate anybody, or buy anything. Through its web page, yahoo sought to tailor the vast information available on the internet to suit individual web users" 1. How attractive is the Internet portal industry? How attractive will it be in 3-5 days? If we were to do a five-force analysis of the portal industry, we would probably have to conclude that the competition among competitors is very intense. One might argue that the threat of substitution is also quite high. If buyers do not like the on-line marketplaces they can always return to more traditional channels. The Five Force Analysis begins with identifying the organizations industry competitors and then evaluating the intensity of the rivalry among those competitors. Then each of the forces is evaluated in turn to obtain the best answers to the
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