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

The Miles and Snow strategic type framework is re‐examined with respect to interrelationships with several theoretically relevant batteries of variables, including SBU strategic capabilities, environmental uncertainty, and performance. A newly developed constrained, multi‐objective, classification methodology is modified to empirically derive an alternative quantitative typology using survey data obtained from 709 firms in three countries (China, Japan, United States). We compare the Miles and Snow typology to the classification empirically derived utilizing this combinatorial optimization clustering procedure. With respect to both variable battery associations and objective statistical criteria, we show that the empirically derived solution clearly dominates the traditional P‐A‐D‐R typology of Miles and Snow. Implications and directions for future research are provided. Copyright © 2004 John Wiley & Sons, Ltd.     

Culture,Attitudes, and Media Patterns in China,Taiwan, and the U.S.: Balancing Standardization and Localization Decisions

ABSTRACT

A study was undertaken to examine cultural orientations, attitudes toward advertising, and media use patterns across China, Taiwan, and the United States. China and Taiwan share similar cultural backgrounds, yet their economies and advertising industries have evolved quite differently due to different social and political settings. The United States was included to provide a point of comparison. Understanding media patterns, cultural orientations, and attitudes can help better ascertain the potential for using standardized strategies by international advertisers across different markets. Industry and consumer trends in evolving markets can also be monitored. Consumers in China and Taiwan were found to be more similar than different. For example, consumers in both markets were less individualistic and more collectivistic than their counterparts in the U.S. They also exhibited more favorable attitudes toward advertising than American consumers. Furthermore, Chinese and Taiwanese respondents spent significantly more time with print media than American respondents. Implications of the findings for balancing standardization and localization decisions are discussed.