The strategy focus of over 2500 new ventures across six different industries was examined to identify what dimensions coalesce into distinct configurations. The supposition that traditional strategy typologies are inadequate to describe the breadth of differentiation exhibited among new ventures was supported. Factor and cluster analysis revealed six generic new venture strategy archetypes that can be distinguished along two dimensions; scope of segmentation, and product vs. marketing emphasis. The extent to which the archetypes tend to dominate in different industries was found to vary according to the industry's position on the industry supply chain. Strategies with a narrow scope of segmentation tended to prevail in industries near the end of the supply chain, whereas those that adopted a broad approach tended to predominate in industries near the beginning or middle of the supply chain.
Strategic Management Journal – Wiley
Published: Jan 1, 1994
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