The miles and snow typology groups a comparision of services and manufacturing samples

Abstract EN

The study represents an investigation of the Miles and Snow (1978) strategic profiles in samples drawn from two distinct industry sectors : financial services firms and product manufacturing firms.

In particular, the authors investigate how the Miles and Snow (M&S) strategy groups differ in organizational structure, marketing orientation, and performance.

Findings indicate that Prospectors and Analyzers are more market oriented overall as well as more competitor oriented than their Defender and Reactor counterparts.

In addition, financial services Reactor firms exhibited the lowest market share and profit performance.

The findings also show that Analyzers from the product manufacturing sample performed at the highest level in terms of both market share and profits.

Except for the product manufacturing Analyzers, the profit performance of services Prospectors was also superior to the other M&S types.