Industry Characteristics, size
Life cycle Introduction, growth, maturity, decline
Support Services Financial, technical, managerial
Experience Knowledge, networks
Competitor Number,size, direct , indirect
Key organizational strengths, product, technology
Image, market position
Growth, weaknesses
Key competitor financial strengths
Likelihood of direct retaliation
Rung up primary demand, of tuning into the needs of the innovator and building a market (Figure 11.7)