At about the same time as Michael Porter first wrote about strategy, the Strategic Management Journal, today the leading journal in the field, was established. Porter's work is essentially a translation of the structure-conduct-performance paradigm. Porter's ‘five forces' and value chain are usefully descriptive industry structure, why different firms, facing the same environment, performs differently. Discuss this (Porter) classic theory. You may like to illustrate it using an organization you are familiar with. (300 words)