(http://essay.utwente.nl/65339/1/D%C3%A4lken_BA_MB.pdf)Porter (2008), the five competitive forces that can shape strategy, To what extent does the Industry structure changed with consideration of the Globalization process? To what extent does the competitive advantage changed considering new Technology? the Five Forces model of Porter is static and does not take account of time. Thus it is much more difficult to determine markets with higher competition dynamic because they can change very quickly. This demands a steady creation of new models. Furthermore making use of the Five Forces framework does not guarantee a competitive advantage that is inviolable and sustained (Aktouf, 2004). The reason for this lies in the fact that Five Forces framework is a static model, which does not include consistently changes of the competitive environment. Flower (2004) and Downes (1997) criticise Porter’s model because of the missing attention to ‘Digitalization’, ‘Globalization’, and ‘Deregulation’. Those three factors are one reason why the industry structures changed during the last decades. The Five Forces model does not assess the resources and capabilities of a company, which are also relevant for analysing the overall profitability