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The performance implications of the strategy–business model fit

Philippe Chereau (SKEMA Business School, Université Côte d’Azur (GREDEG), Sophia Antipolis, France)
Pierre-Xavier Meschi (SKEMA Business School, Université Côte d’Azur (GREDEG), Sophia Antipolis, France) (IAE Aix-Marseille, CERGAM, Aix Marseille Université, Aix-en-Provence, France)

Journal of Small Business and Enterprise Development

ISSN: 1462-6004

Article publication date: 8 October 2018

Issue publication date: 20 May 2019




The purpose of this paper is to highlight different strategy–business model (BM) alignments using Miles and Snow’s strategic framework and analyze the performance implications of these different alignments.


The paper develops a composite conceptual model combining Miles and Snow’s strategy typology with Demil and Lecocq’s BM framework to explore the performance implications of strategy–BM fit. This model is empirically examined using a sample of 156 French small- and medium-sized enterprises (SMEs) in the manufacturing sector.


The results first highlight a limited set of BM configurations across strategic profiles, confirming that a BM reflects a firm’s strategy as a means of realizing strategic choices. Second, they reveal that deviating from ideal strategy–BM alignments negatively affects performance. Finally, they shed light on the dynamics of Miles and Snow’s typology, from intended to implemented strategy.

Research limitations/implications

The intrinsic characteristics of surveyed SMEs led to the hybridization of empirically derived profiles, which allowed to partially associate them with theoretically predicted configurations of BMs.

Practical implications

The paper suggests the patterns of predictive strategy–BM alignment that allow managers and entrepreneurs to monitor the dynamic consistency between strategic choices and their implementation.


Do you need a strategy if you have a BM? Adopting a fit and performance perspective, this paper addresses this question and complements other studies emphasizing the need to connect strategies and BMs.



Chereau, P. and Meschi, P.-X. (2019), "The performance implications of the strategy–business model fit", Journal of Small Business and Enterprise Development, Vol. 26 No. 3, pp. 441-463.



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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