Strategic purity: A multi‐industry evaluation of pure vs. hybrid business strategies |
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| Authors: | Stewart Thornhill Roderick E White |
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| Institution: | 1. Richard Ivey School of Business, University of Western Ontario, London, Ontario, CanadaRichard Ivey School of Business, University of Western Ontario, London, Ontario N6A 3K7, Canada.;2. Richard Ivey School of Business, University of Western Ontario, London, Ontario, Canada |
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| Abstract: | Twenty‐five years of empirical research has failed to resolve a basic strategy question. Does strategic purity pay? Most theorists believe strategic purity—the extent to which a business pursues one type of generic strategy over another—contributes to better performance. By defining the strategy space consistent with the theory, and employing improved design and methods, our study of 2,351 businesses finds a significant relationship between strategic purity and performance. Purity does appear to pay. Some variations in strategic purity and performance relationship were observed across four major industry sectors: manufacturing, construction, retail, and business services. But in all instances pure strategies never did less well, and often did better than hybrid strategies. Copyright © 2007 John Wiley & Sons, Ltd. |
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| Keywords: | strategic purity competitive strategy generic strategy in‐the‐middle |
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