An incumbent vs. a new entrant: a Porter's five forces tale of a powerful electricity provider vs. a green energy retailer
by Kaushik Sridhar
International Journal of Sustainable Strategic Management (IJSSM), Vol. 2, No. 2, 2010

Abstract: This article has two themes: the energy (electricity) industry and strategy from a Porter's five forces framework. The concept of the various types of energy provided by electricity companies in Australia is becoming a hot topic, due to the sustainability movement. While EnergyAustralia, an incumbent, has dominated the industry for a long time, new entrants like JackGreen, focusing primarily on retailing green energy, are attempting to disrupt the energy industry (a big hint is the decision by the Australian Government to sell EnergyAustralia's retail arm). Firstly, this paper provides an industry overview using Porter's National Competitive Advantage framework. Secondly, this paper uses the Porter's five forces framework to breakdown the power struggle between these two companies and microscopically analyses the two firms based on each of Porter's five forces.

Online publication date: Wed, 07-Apr-2010

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sustainable Strategic Management (IJSSM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com