Generic marketing strategies

Abstract

A sample of 616 single business companies provided data to investigate the nature of generic marketing strategies in UK industry. A wide range of marketing strategy components —marketing objectives, strategic focus, market targeting, quality and price positioning—were used to cluster strategies. Five generic strategies were identified and were analysed by market type, corporate attitudes, and performance using discriminant analysis. The study provides more in-depth insights into the nature of marketing strategies than has been possible hitherto. The theoretical, practical and methodological implications are discussed.