An Evaluation of Typologies of Marketplace Strategic Actions : the Structure Australian Top Management Perceptions

Anthony Pecotich, F.L. Purdie, J. Hattie

Research output: Contribution to journalArticle

Abstract

An evaluation of executive perceptions of strategic typologies is presented in the Australian context. Specifically, four strategic typologies (growth versus retrenchment, the product/market matrix, the grand strategy alternatives, and Porter's generic strategies) were compared using confirmatory factor analysis on a set of data obtained from top mangers in Australia. The results tend to support Porter's formulation of cost leadership, differentiation and focus.
Original languageEnglish
Pages (from-to)498-529
JournalEuropean Journal of Marketing
Volume37
Issue number3-4
Publication statusPublished - 2003

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