Applying Michael Porter's extended rivalry model to the robotics industry

Purpose – This paper aims to analyse the robotics industry using Michael Porter's extended rivalry model. His model assesses the relative strength of buyers, suppliers, potential entrants, substitutes, and rivals for an industry. Such an assessment helps firms determine if a particular industry is attractive and possible ways to successfully compete within the industry. Design/methodology/approach – The robotics industry is used as a case study in the use of the extended rivalry model. Findings – Findings suggest that the robotics industry is only a moderately attractive industry and one possible strategy is for a robotics firm to focus on non‐automotive buyers. Research limitations/implications – Implications are that the extended rivalry model is a useful tool for understanding any industry. Practical implications – Practical implications are that the extended rivalry model indicates several possible competitive strategies for firms in the robotics industry. Originality/value – This paper is original. Its value is that it provides an example of how to use Porter's extended rivalry model.