Maximizing the potential of strategic typologies for marketing strategy research

Abstract

Strategic typologies are increasingly familiar tools in the research and teaching of marketing strategy. This paper seeks to examine their conceptual basis and status in an attempt to better understand how they can be used to greatest effect. Using an example, the paper reviews the research problems associated with typologies. Based on the discussion of the conceptual basis of typologies the paper identifies their major role and value in research. Drawing on an extensive literature review, the past use of the typology is reviewed to highlight important choices facing researchers, and to demonstrate the development of research approaches over time. Drawing together the review of empirical studies and the discussion of conceptual issues the paper identifies issues that will remain problematic for empirical researchers regardless of the sophistication of the measurement and classification processes they adopt, and proposes some steps to reduce the impact of these problems.