Why pure strategies may be wrong for transition economy firms

• 成果类型: Editorial Material
• 署名作者: Shinkle, George A.; Kriauciunas, Aldas P.; Hundley, Greg
• 署名单位: University of New South Wales Sydney; Purdue University System; Purdue University; Purdue University System; Purdue University; Purdue University System; Purdue University
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.2060
• 发表日期: 2013
• 页码: 1244-1254
• 关键词: Business strategy; institutions; transition economies

摘要

The strategy purity hypothesis argues firms will have better results pursuing a single, business-level strategy of either cost leadership or differentiation rather than a mix of both. Since this claim implicitly assumes a developed-economy context, we examine the efficacy of business strategies in transition economies. We find the benefits of a pure strategy are diminished when the institutional environment has a low degree of market orientation but are increased when the institutional environment is more market oriented. Our results indicate a boundary condition for the strategy purity hypothesis and support arguments for an institution-based view of business strategy. Copyright (c) 2013 John Wiley & Sons, Ltd.