| Author: | Cronshaw, M. Davis, E. Kay, J. |
| Title: | On being stuck in the middle or good food costs less at Sainsbury's |
| Journal: | British Journal of Management
1994 : MAR, VOL. 5:1, p. 19-32 |
| Index terms: | STRATEGY POSITIONING USA |
| Language: | eng |
| Abstract: | The idea that successful companies should pursue only one strategy and avoid being "stuck in the middle" between several strategies - originally articulated by Michael Porter - has become an important tenet of corporate strategic thinking. This paper attempts to distinguish and appraise several different interpretations of the advice. The authors conclude that "don't be stuck in the middle" is best employed as a classification scheme of strategic outcomes - it says that firms which fail in both cost and quality dimensions perform poorly. |
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