Editing Porter's five forces analysis (section)

=== Technology and innovation ===
Technology in itself is a rapidly growing industry. Regardless of the advanced growth, it presents its limitations; such as customers not being able to physically touch/test products. Technology stand alone cannot always provide a desirable experience for a customer. "Boring" companies that are in high entry barrier industries with high switching costs and price-sensitive buyers can be more profitable than "tech savvy" companies.<ref name=":3">{{Citation|title=International Strategy|url=http://dx.doi.org/10.1017/9781108572507.013|work=The Art of Strategy|year=2018|pages=229–251|publisher=Cambridge University Press|doi=10.1017/9781108572507.013|isbn=978-1-108-57250-7|s2cid=241673316 |access-date=2020-11-08|url-access=subscription}}</ref>

For example, quite commonly websites with menus and online booking options attract customers to a restaurant. But the restaurant experience cannot be delivered online with the use of technology. Food delivery companies like Uber Eats can deliver food to customers but cannot replace the restaurant's atmospheric experience.