Business Strategy and Performance: An Assessment of Retailers in Guatemala |
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| Authors: | John E Spillan John A Parnell Nicholas Virzi |
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| Institution: | 1. School of Business, University of North Carolina – Pembroke , Pembroke, North Carolinajohn.spillan@uncp.edu;3. School of Business, University of North Carolina – Pembroke , Pembroke, North Carolina;4. Universidad Rafael Landívar , Guatemala City, Guatemala |
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| Abstract: | Although competitive strategy has attracted much attention in the literature, a limited number of studies have attempted to investigate the strategy-performance nexus within the context of local business units in emerging economies. This study investigates the relationship between competitive strategies and business performance among industry in Guatemala, Central America. Data from 364 retail firms in Guatemala suggest that in terms of both financial and operating performance retailers employing a combination of the cost leadership and differentiation strategies outperformed those adopting only one of the two pure strategies. |
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| Keywords: | business formation management functions marketing organization performance strategy |
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