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Scenarios for the Portuguese dairy sector and their strategic implications for the industry. applying Porter´s five forces and the tows matrix on the scenarios "dairy-free mainland" and "one door closes, another one opens"
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This study aims at providing strategic guidance for the future of the Portuguese dairy industry covering a time horizon of ten years. Therefore, four scenarios are developed following the Intuitive Logics School. By closely involving industry key stakeholders through semi-structured interviews, a survey, and a workshop, robust scenarios and corresponding strategic implications are derived. The individual part of this field lab assesses the strategic implications of the first two scenarios, in which the perception of animal products is negative, by applying Porter’s Five Forces and the TOWS matrix. Finally, monitoring indicators are developed and strategic recommendations outlined.
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Scenarios Scenario planning Strategic management Portuguese dairy industry Strategic implications Five forces framework Tows matrix