darwin porter frommer s® italy 2007

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Porter's (1980) book Competitive Strategy has received a great deal of attention in the strategic management literature. Here Porter claims that competitive strategy is the search for a favorable competitive position in the industry, which can erode or improve, depending on a firm's choice of strategy. He derived a conceptual typology of three generic strategies that has already become a classic among scholars. They are cost leadership, differentiation and focus strategies. Just recently Michael Raynor (2007) challenged Porter's widely accepted typology, by including another dimension in the discussion that previously did not find consideration: risk. He claims that firms that execute pure strategies are much more exposed to corporate risk than firms that execute hybrid strategies. Two arguments support his view. First Porter's and other studies include what is called a "survivor bias", meaning that firms that went bankrupt during the investigation (with a pure strategy) do not play a role in the analysis. Second firms that have hybrid strategies are much more flexible when market preferences shift and are therefore less exposed to strategic uncertainty. Raynor's work is a valuable extension to the strategic management literature that leads to an assessment of strategic choice on at least two dimensions: profitability and risk. The contribution of the study is then twofold. First Porter's typology is tested with German data. Secondly Raynor'...