THE ROLE OF INDUSTRY COMPETITIVE INTENSITY ON THE FINANCIAL AND STRATEGIC PERFORMANCE OF FIRMS: AN INSIGHT INTO THE HERBAL COSMETIC INDUSTRY OF INDIA

Using an industrial-organizationalview, this paper sets out to examine the associationof five forces of Porterwiththe financial and strategic performanceof firm. The relevant study population is marketing project managers Indian herbal cosmetic firms. Data were collected from 131 respondents using a surveymethod analysis Structural Equation Modelling was done. As per results, no threat new entrantswas seen there influence buyers' bargaining power on firms' performance.The supplier significantlyinfluences performance not financial.Moreover, substitute products influences one. competitive rivalry among firms exerts significantly positive impact both performance.