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A two‐factor classification of competitive strategy variables
Author(s) -
Varadarajan P. Rajan
Publication year - 1985
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.4250060405
Subject(s) - exposition (narrative) , factor (programming language) , computer science , competitive advantage , empirical research , marketing , business , industrial organization , econometrics , management science , operations research , mathematics , economics , statistics , art , literature , programming language
Abstract This paper focuses on the appropriateness of a two‐factor classification of competitive strategy variables as success producers and failure preventers. Theoretical frameworks which provide static and quasi‐dynamic perspectives of the proposed two‐factor classification are outlined. An empirical exposition of the success producing and failure preventing properties of marketing strategy variables is presented using the PIMS data. Strategic implications and directions for future research are discussed.