Marketing Strategy Implications of the Miles and Snow Strategic Typology

Abstract

The Miles and Snow strategic typology is a useful tool for categorizing as well as understanding the types of strategies to be followed by organizations. The authors attempt to relate the usefulness of this typology to the field of marketing strategy and report an empirical investigation, within this context, of the marketing strategies used by firms in a dynamic environment. Results provide support for the typology and its applicability to the area of marketing strategy.