A Contingency View of Porter's “Generic Strategies”
- 1 July 1988
- journal article
- Published by Academy of Management in Academy of Management Review
- Vol. 13 (3) , 390-400
- https://doi.org/10.5465/amr.1988.4306951
Abstract
According to Porter, cost leadership and product differentiation can be pursued simultaneously only under rare conditions: It is also unclear how these strategies can be implemented. In this article Porter's generic strategies are linked to external preconditions. This approach shows that the generic strategies are not mutually exclusive and that each strategy may be linked to a variety of strategic means. The implications that these results have for structuring organizations are discussed.Keywords
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