Generic strategies: An empirical investigation of typology validity and strategy content

Theodore T. Herbert and Helen Deresky

Strategic Management Journal, 1987, vol. 8, issue 2, 135-147

Abstract: Field research was conducted in 34 Canadian companies/business units to determine the validity of a generic typology of strategies and the content of each type. Two questionnaires, secondary data, and interviews were used to identify strategic types and explore their strategic characteristics. A typology of generic strategies was proposed and tested, and comprehensive descriptions of their characteristics were developed. The findings provide support for a methodology for measuring and identifying strategy, a basis for research on contingency theories of strategic management, and a practical tool for managers to identify and communicate strategic choices and the implementation issues involved.

Date: 1987
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