SMEs’ strategic orientation through Miles and Snow typology: a synthesis of literature and future directions

Abstract

Purpose

The purpose of this research is to present a systematic analysis of consequents and antecedents of strategy and performance. To acheive this, this systematic review article analyzes and synthesizes mainstream research on small and medium-sized enterprises (SMEs) where Miles and Snow typology was used for strategic orientation of the SMEs. The specific focus of the research is to develop a conceptual framework showing consequents and antecedents of the strategic orientation.

Design/methodology/approach

This study uses systematic literature review (SLR) method to identify, summarize and synthesize literature on Miles and Snow typology. Preferred reporting method for systematic reviews and meta-analyses to ensure adherence to systematic approach. The key words search consists of the words: “Miles and Snow”, “Miles and Snow” and “miles-snow” from Web of Science and Scopus databases for sample articles.

Findings

The trend of research on SMEs using Miles and Snow typology is on the rise with a shift from developed countries to the developing ones. Support for strategy-performance relationship hypotheses is overwhelming but the traditional view is in decline while new antecedent and consequent variables are being added. Mediator and moderating variables are also identified.

Originality/value

The SLR where a synthesis approach was applied for finding antecedents and consequent variables of strategy-performance relationship along with a presentation of conceptual framework makes this research unique. Additionally, the article presents the trends of research over the time based on timeframe, regions, methodological approaches and hypotheses support.

Citation

Anwar, J., Butt, I. and Ahmad, N. (2025), "SMEs’ strategic orientation through Miles and Snow typology: a synthesis of literature and future directions", Management Research Review, Vol. 48 No. 2, pp. 258-286. https://doi.org/10.1108/MRR-12-2023-0914