201 technology trends socioeconomic trends regulatory trends societal and cultural trends market issues market segments switching costs revenue attractiveness needs and demands technology trends socioeconomic trends regulatory trends societal and cultural trends market issues market segments switching costs revenue attractiveness needs and demands VP CR CH CS KP KA KR R$ C$ stakeholders suppliers and other value chain actors competitors (incumbents) new entrants (insurgents) substitute products and services key trends global market conditions economic infrastructure capital markets commodities and other resources market forces industry forces macro- economic forces — macroeconomics — —foresight — — competitive analysis — — market analysis — global market conditions global market conditions global market conditions capital markets capital markets capital markets capital markets economic infrastructure economic infrastructure commodities and other resources commodities and other resources commodities and other resources commodities and other resources regulatory trends regulatory trends technology trends technology trends KP KP societal and cultural trends societal and cultural trends societal and cultural trends societal and cultural trends socioeconomic trends socioeconomic trends suppliers and other value suppliers and other value suppliers and other value suppliers and other value chain actors chain actors stakeholders stakeholders stakeholders stakeholders competitors competitors (incumbents) (incumbents) new entrants new entrants new entrants new entrants new entrants (insurgents) (insurgents) substitute products substitute products KR KR CS CS switching costs switching costs switching costs switching costs revenue attractiveness revenue attractiveness market segments market segments market segments market segments needs and demands needs and demands market issues market issues bmgen_final.indd 201 6/15/10 5:44 PM