Different Strategic Types Operating in the Same Industry: A Multiple Case Study

Abstract

The purpose of this study is to examine the viability of different strategic types operating in the same industry. The specific industry examined was the general insurance industry in Australia. The Miles & Snow (1978) strategic typology was used to identify companies that represented the defender, prospector and analyser types. A multiple case study approach was used in order to make comparisons between the companies. Surveys and interviews were conducted to acquire the information. The analysis revealed that different strategic types can successfully exist in the same industry by adopting different performance priorities, different management control systems and different approaches to external environmental issues.