c Summary
Using the PIMS SPIYR data base, which pools cross-section and timeseries data, an empirical study to identlfy business strategy types was undertaken. Using a two-stage methodological approach combining principal component and cluster analysis on both a consumer products and an industrial products data base, two sets of strategy typologies filere identifed. Six strategy types were ident$edfor consumer products: ( 1 ) harvest, ( 2 ) builder, (3) cashout, ( 4 ) niche or specialization, ( 5 ) climber, and ( 6 ) continuity. For industrial products, four strategy types were identijied: ( I ) low commitment, (2)growth, (3) maintenance, and ( 4 ) niche or specialization. A discussion of the characteristics of each strategy type is offered.Several of the typologies developed by researchers also include strategies at the corporate level, i.e. diversification. We have screened the different strategy typologies and reported only those that relate directly to business level strategic behaviour.The marketing literature has also suggested typologies of marketing strategy behaviour, which were not reported here. Kotler (1965), for example, suggested nine possible market strategies, some of which have analogies in the typologies reported in the strategic management literature. Also, typologies which attempt to classify different patterns of organizational behaviour, i.e. Miles and Snow's (1978) typology of defender, reactor, analyser, and prospector, have been excluded. In general these typologies integrate the range of relationships between 'strategy, structure, and process' (Miles and Snow, 1978: 30) rather thanconcentrating on patterns of strategy, which is the focus of this study.