Business Strategies Analysis by Strategy Typology and Orientation Framework

Pekka Kess and Ville Isoherranen
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Pekka Kess: University of Oulu, Finland
Ville Isoherranen: ABB OYJ, Finland

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Abstract: This article describes two business cases and their strategies by using a strategy orientation and typology framework. The framework is built as synthesis from market and product orientation characteristics based on a literature research as well as from the Miles and Snow strategy typology. This framework is used to evaluate to two case strategies from the mobile phone industry. The findings show that the created framework can be used to find orientation and typology changes in both of the case businesses. The used model brings into light interesting changes in the strategies of the case companies.

Keywords: strategy analysis framework; strategy typology; market orientation; product orientation; smartphones; Nokia; RIM; defender; prospector; analyzer; reactor (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp14:1111-1120

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