Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Product‐market Strategy and Performance: An Analysis of the Miles and Snow Strategy Types

Product‐market Strategy and Performance: An Analysis of the Miles and Snow Strategy Types The Miles and Snow typology of product‐market strategy is a potential source of rich insights for developing marketing strategy. However, the drivers of performance for the Prospector, Analyser and Defender strategies have not been thoroughly studied. Using multiple measures of the entrepreneurial dimension of the Miles and Snow typology, clusters business units into the Prospector, Analyser and Defender strategy types. Analyses performance variation in the strategy types using organizational and market‐level variables, and find substantial explanatory power. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Product‐market Strategy and Performance: An Analysis of the Miles and Snow Strategy Types

European Journal of Marketing , Volume 27 (10): 19 – Nov 1, 1993

Loading next page...
 
/lp/emerald-publishing/product-market-strategy-and-performance-an-analysis-of-the-miles-and-25osMJTjUB
Publisher
Emerald Publishing
Copyright
Copyright © 1993 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569310045870
Publisher site
See Article on Publisher Site

Abstract

The Miles and Snow typology of product‐market strategy is a potential source of rich insights for developing marketing strategy. However, the drivers of performance for the Prospector, Analyser and Defender strategies have not been thoroughly studied. Using multiple measures of the entrepreneurial dimension of the Miles and Snow typology, clusters business units into the Prospector, Analyser and Defender strategy types. Analyses performance variation in the strategy types using organizational and market‐level variables, and find substantial explanatory power.

Journal

European Journal of MarketingEmerald Publishing

Published: Nov 1, 1993

Keywords: Marketing strategy; Performance; Product strategy; Quantitative techniques

There are no references for this article.