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Strategies of effective low share businesses
Author(s) -
Woo Carolyny. Y.,
Cooper Arnold C.
Publication year - 1981
Publication title -
strategic management journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 11.035
H-Index - 286
eISSN - 1097-0266
pISSN - 0143-2095
DOI - 10.1002/smj.4250020307
Subject(s) - market share , business , marketing , market share analysis , control (management) , product (mathematics) , industrial organization , competitive advantage , economics , order (exchange) , management , market microstructure , geometry , mathematics , finance
Previous research has suggested that low share market businesses have dismal prospects. This study examines low share businesses which are effective. In particular, it examines the product‐market choices and competitive strategies of effective low share businesses, comparing them with two control groups: effective high share and ineffective low share businesses. Data are drawn from PIMS data bases and hypotheses are tested using cluster analysis and discriminant analysis. Effective low share businesses are found to locate in stable rather than protected environments. Their competitive strategies are strongly characterized by selective focus on specific strengths.