A two‐factor classification of competitive strategy variables

P. Rajan Varadarajan

Strategic Management Journal, 1985, vol. 6, issue 4, 357-375

Abstract: This paper focuses on the appropriateness of a two‐factor classification of competitive strategy variables as success producers and failure preventers. Theoretical frameworks which provide static and quasi‐dynamic perspectives of the proposed two‐factor classification are outlined. An empirical exposition of the success producing and failure preventing properties of marketing strategy variables is presented using the PIMS data. Strategic implications and directions for future research are discussed.

Date: 1985
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