An evaluation of typologies of marketplace strategic actions: The structure of Australian top management perceptions

Abstract

An evaluation of executive perceptions of strategic typologies is presented in the Australian context. Specifically, four strategic typologies (growth versus retrenchment, the product/market matrix, the grand strategy alternatives, and Porter's generic strategies) were compared using confirmatory factor analysis on a set of data obtained from top mangers in Australia. The results tend to support Porter's formulation of cost leadership, differentiation and focus.

Citation

Pecotich, A., Purdie, F.J. and Hattie, J. (2003), "An evaluation of typologies of marketplace strategic actions: The structure of Australian top management perceptions", European Journal of Marketing, Vol. 37 No. 3/4, pp. 498-529. https://doi.org/10.1108/03090560310459069