To succeed in an industry an organization must select a mode ofstrategic behaviour which matches the levels of environmentalturbulence, and develop a resource capability which complements thechosen mode. Investigates UK building societies and identifies threedistinct modes of strategic behaviour. One group of societies arereactive and driven by their environment. A second group are preemptiveand seek to anticipate future events and prepare for them while thethird group exhibit the most aggressive stance not only do they seek toidentify future scenarios, they actually work to bring these about. Thegroups are compared across a range of marketing and strategy variablesto establish the extent to which these approaches are supportive of theselected mode of behaviour. Clear differences are apparent between thereactive and proactive groups although, surprisingly, few differences ofsubstance are evident between the two proactive groups.
International Journal of Bank Marketing – Emerald Publishing
Published: Mar 1, 1992