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

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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.

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