Porter's model was meant to critique perfectly competitive business models, unlike real-world markets where competitors aren't just rivals. ... such as between brand-name and generic medications.

As Porter put it, the generic strategies are "Cost Leadership" (no frills), "Differentiation" ... Organizations have three basic strategic choices available to them for gaining a competitive edge ...

In 1957, Ansoff was known for his “Product/Market Matrix” explaining strategic growth orientations, and in the 1980s, Michael Porter brought a more analytical approach to strategy with his “Five ...

Porter’s generic strategies above are just one element of the value chain model. ... Porter’s Five Forces model is a tool you can use to assess how competitive a particular industry is.