On the Measurement of Competitive Strategy: Evidence From a Large Multiproduct U.S. Firm

Abstract

Measures of strategy made at the product and business level were compared using data from a large multiproduct U.S. firm. The business-level results were not found to be good indicators of product-level strategies. Also, contrary to previous research, no evidence of the use of combined cost-leadership and differentiation strategies was found at the product level.