Technology strategies and the Miles & Snow typology: a study of the biotechnology industries

Abstract
Strategic behaviour has been defined as managing environmental risks and matching organisational capabilities with the opportunities offered by the environment (e.g. Hofer & Schendel (1978)). One possible theoretical framework for analysing strategies of a firm is the Miles & Snow typology (Miles & Snow, 1978). It has received considerable attention and has been tested empirically with respect to business strategy in various industries (Snow & Hrebiniak, 1980; Hambrick, 1983) as well as marketing strategy (McDaniel & Kolari, 1987).
In this paper we attempt to apply the Miles & Snow typology to technology strategy and to relate technology strategies to the perception of environment and project risks. Thus, we
Empirical data from companies involved in biotechnology is used to study some key questions.     

Marketing's contribution to the implementation of business strategy: an empirical analysis

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The performance impact of strategy - manager coalignment: An empirical examination

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Technology's varying impact on the success of strategic business units within the miles and snow typology

The high-tech industry is usually treated as an homogeneous entity, without differentiating between organizations according to the relative importance of technology in their business strategy. This paper investigates the varying impact of technology on the success of strategic business units within the Miles and Snow typology. Although common wisdom might lead to the conclusion that prospectors are more dependent on technological progress than the other strategic types, the results show rather that the influence is greater and more fruitful for the defenders both in the short and the long term.     

Strategy,strategy-making,and performance in a business game

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Strategy type and performance: the influence of sales force management

The basic premise of the strategy implementation literature is that different business strategies require different configurations of organizational practices to achieve optimal performance. Sales force management is a key functional activity and should contribute to the successful implementation of business strategy. In this study, we examine the relationship between multiple sales force management practices and performance within each of Miles and Snow's (1978) strategy types. The explanatory power of the eight models tested is quite high (incremental adjusted R² ≥ 0.25 for six of the eight models). Thus, we find substantial support for the general proposition that the different strategy types require individualized profiles of sales force management practices for optimal effectiveness and that sales force management is important to the successful implementation of business strategy. Copyright © 2000 John Wiley & Sons, Ltd.     

Toward a contingency theory of compensation strategy

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Innovation strategy and sanctioned conflict: a new edge in innovation?

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Testing the conflict-performance assumption in business-to-business relationships

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Managing channels of distribution in the age of electronic commerce

The emergence of electronic commerce (e-commerce) has created a new business paradigm, one that presents marketers with noteworthy opportunities and challenges. Perhaps the greatest impact is in the area of channel management. The top issue for many business-to-business (B2B) firms today is channel conflict. In this paper, we investigate the effect of introducing the Internet channel into an already complex, multichannel distribution system from the perspective of the supplier firm. We describe strategies for proactively managing conflict, both externally with channel partners and internally among the subunits responsible for managing the channels. Twelve propositions for research are developed; eight relate directly to the marketing mix and four focus on channel communication and coordination. All of the research propositions offered are mechanisms by which suppliers can influence the level of channel conflict they experience. Dedicated channel management groups, documentation of channel strategies, and superordinate goals are identified as strategies for minimizing unwanted conflict.     

Value propositions in a digitally transformed world

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The impact of aligned rewards and senior manager attitudes on conflict and collaboration between sales and marketing

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How mutuality reinforces partnership development: Japanese and Korean marketing perspectives

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Revisiting the Miles and Snow strategic framework: uncovering interrelationships between strategic types,capabilities, environmental uncertainty,and firm performance

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Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness

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Product‐market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance

We report on two studies (a single and a multi‐industry) that empirically investigate a nomological network of relationships between strategic business unit product‐market strategy (differentiation, cost‐focus, and product‐market scope), marketing capabilities (architectural and specialized capabilities, as well as their integration), and business unit performance (market effectiveness and subsequent one‐year objective cash flow), along with a series of controls. Addressing important lacunae in the resource‐based view our main research objective is to augment understanding of how critical firm‐level marketing capabilities enable the realization of strategy, thus, further advancing both the resource‐based view and more recent capabilities theorizing. Specifically, we test seven hypotheses and find strong evidence that both architectural and specialized marketing capabilities, and their integration, positively mediate the product‐market strategy and derived business unit performance relationship. In contrast to many extant studies, both survey and objectively measured data are combined, and because the secondary data collected contains both resource‐level (input) data and subsequent one‐year financial data, a higher level of confidence may be attributable to our findings. Copyright © 2009 John Wiley & Sons, Ltd.     

Knowledge structures of prospectors,analyzers, and defenders: content,structure, stability,and performance

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The New Approach to Assessing the Marketing Effectiveness of Korean Firms

This study attempted to revise Philip Kotler's marketing effectiveness model to diagnose and offer managerial implications for Korean marketing practices. Nineteen Korean firms, divided into ten manufacturing and nine service sectors, were examined to assess their level of marketing effectiveness. By industry, these firms were further divided into five categories; electronics, machinery, chemicals, finance, and service-oriented. The five marketing effectiveness attributes — strategy, organization, operations, personnel, and information system — along with accompanying factor components were incorporated into the measurement of the marketing effectiveness. The findings showed that manufacturing sector firms were less effective in marketing operations than the service sector firms. In both sectors, relative to the predetermined factor importance weights, the Korean firms were found to underperform in planning and controlling functions. Managerial implications regarding the underperforming marketing functions and future recommendations are offered.     

The impact of network configurations on value constellations in business markets — The case of an innovation network

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Different recipes for success in business relationships

Companies need to manage business relationships successfully in order to stay competitive. Drawing on configurational logic, this study shows that companies can improve their relationship performance through leveraging the structure of their business relationships. However, relationship structures must align with the company's business strategy. To date, research has focused on individual characteristics of business relationships, but little is known about relational configurations, namely the interplay between different business relationship characteristics on the one hand, and the firm's underlying business strategy on the other. We apply Hoffmann's (2007) strategy typology, namely shaping, adapting, and stabilization strategy types, to operationalize different business strategies. Drawing on a sample of 658 business service companies and employing fuzzy set qualitative comparative analysis (fsQCA), this study confirms the existence of different recipes for success, that is, multiple equifinal configurations leading to relationship performance. For each of the three business strategies, different combinations of relationship characteristics are successful, each encompassing a distinct configuration of core and periphery conditions. While firms following an adapting strategy should stress behavioral commitment above all other relationship characteristics, the two remaining business strategies instead rely predominantly on different factors such as trust and communication. This study contributes to business marketing theory and practice by highlighting different ways to develop business relationships successfully.