Emerging industries are a great challenge for managers to develop strategy in as the degree of uncertainty is high and traditional models of analysis do not always work. Porter (1998, pg.70) proposes that the rapid changes in the high tech industry and the ease with which products and services are imitated causes the strategic choices to be more aligned with offering the total package. "The package that matches all features, offer all services and explore all technologies"(Porter, 1998 pg.70).
Porter was analyzing the rapidly changing environment in the 1990s that had lead to a technological boom under the so called dotcoms.
