Academics also responded to this new approach to strategy in at least four important ways. 9 First, scholars such as Anita McGahan extended Porter’s concepts through extensive empirical research that broadly supported Porter’s concepts. 10 Second, a former student of Porter’s, Richard Rumelt, focused strategy away from industry characteristics toward the characteristics of individual firms. He found that the industry-level differences highlighted in the five forces model were actually less predictive of firm profitability than were differences between firms within a single industry.11