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An evaluation of typologies of marketplace strategic actions: The structure of Australian top management perceptions

Anthony Pecotich (Department of Information Management and Marketing, University of Western Australia, Crawley, Australia)
Felicity J. Purdie (Department of Information Management and Marketing, University of Western Australia, Crawley, Australia)
John Hattie (School of Education, University of Auckland, Auckland, New Zealand)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 April 2003

2998

Abstract

An evaluation of executive perceptions of strategic typologies is presented in the Australian context. Specifically, four strategic typologies (growth versus retrenchment, the product/market matrix, the grand strategy alternatives, and Porter's generic strategies) were compared using confirmatory factor analysis on a set of data obtained from top mangers in Australia. The results tend to support Porter's formulation of cost leadership, differentiation and focus.

Keywords

Citation

Pecotich, A., Purdie, F.J. and Hattie, J. (2003), "An evaluation of typologies of marketplace strategic actions: The structure of Australian top management perceptions", European Journal of Marketing, Vol. 37 No. 3/4, pp. 498-529. https://doi.org/10.1108/03090560310459069

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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