Realizing a hybrid competitive strategy and achieving superior financial performance while internationalizing in the high-technology market

Mika Gabrielsson, Tomi Seppälä, Peter Gabrielsson*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

25 Citations (Scopus)

Abstract

Previous marketing research has called for enhanced understanding of the antecedents contributing to realization of a competitive strategy leading to superior performance. In particular, this research has been inconclusive about the conditions under which a multinational corporation (MNC) can realize a 'hybrid' competitive strategy. Our study examines the achievability and performance of a hybrid strategy compared with a single strategy as firms internationalize in the high-technology market. The evolutionary theory of the MNC and the resource based view were applied. Our empirical results indicate that realization of a hybrid competitive strategy is dependent on both the globalization phase of the high-technology MNC and its key resources. We also found that hybrid strategies mediate these contextual factors and thereby contribute to superior financial performance. (C) 2015 Elsevier Inc. All rights reserved.

Original languageEnglish
Pages (from-to)141-153
Number of pages13
JournalIndustrial Marketing Management
Volume54
DOIs
Publication statusPublished - Apr 2016
MoE publication typeA1 Journal article-refereed

Keywords

  • High-technology firms
  • Globalization
  • Hybrid competitive advantage
  • Resource-based view
  • Performance
  • Evolutionary theory of the MNC
  • RESOURCE-BASED VIEW
  • BUSINESS-TO-BUSINESS
  • FIRM PERFORMANCE
  • MULTINATIONAL-CORPORATION
  • EVOLUTIONARY-THEORY
  • GENERIC STRATEGIES
  • GLOBAL MARKETS
  • DYNAMIC-MODEL
  • ADVANTAGE
  • KNOWLEDGE

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