Strategic type, market orientation, and the balance between adaptability and adaptation

Article Abstract:

The strategic typology proposed by Miles and Snow (1978) is applied to a sample of 194 manufacturing firms. This typology, which divides firms into four archetypes, is used to examine the relationship between strategic type and market orientation. Results show that the market orientation of reactors does not differ much from the orientation of defenders, analyzers and prospectors. They also show that the orientation of defenders is not very different from that of analyzers and prospectors. It is also shown that the orientation of analyzers does not differ much from that of prospectors.

Marketing Management, Management Policy & Goals, Business planning, Strategic planning (Business), Organizational behavior, Goal setting

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Customer portfolio analysis among competing retail stores

Article Abstract:

Several hypotheses on customer portfolio analysis and store attitude-accessibility in the retail industry are presented. Customer portfolios are used to effectively position a store since customers can be classified into new-primary, loyal-primary, defectors and occasional customers. The main hypothesis examined is that attitude-accessibility of major supermarkets in the same area will differ among the various types of customers.

Retail Stores, Retail industry, Retail trade, Customer service

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