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Generic Strategies, Outpacing and Blue Ocean - Discussing the Validity of Three Strategic Management Theories Using Case Studies from Airlines and Grocery Retail

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  • Thomas Lauer

    (Aschaffenburg University of Applied Sciences)

Abstract

This article discusses the validity of three famous approaches of strategic management – Porter’s Generic Strategies, the Outpacing Concept and Blue Ocean Strategies – by using cases from two industries: airlines and grocery retail. The discussion shows that all three concepts make important contributions to the explanation of the success and failure of existing strategies, but none of the concepts fully describes the reality. While generic and Blue Ocean strategies neglect dynamics, the outpacing approach is still too much imprisoned by the categories of Porter. As a conclusion, first ideas towards a more dynamic theory of market evolution are drawn which include aspects of Blue Ocean and Outpacing and recall a more philosophical approach.

Suggested Citation

  • Thomas Lauer, 2019. "Generic Strategies, Outpacing and Blue Ocean - Discussing the Validity of Three Strategic Management Theories Using Case Studies from Airlines and Grocery Retail," Theory Methodology Practice (TMP), Faculty of Economics, University of Miskolc, vol. 15(01), pages 57-66.
    • Handle: RePEc:mic:tmpjrn:v:15:y:2019:i:01:p:57-66
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    File URL: http://tmp.gtk.uni-miskolc.hu/volumes/2019/01/TMP_2019_01_06.pdf
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    References listed on IDEAS

    as
    1. Stewart Thornhill & Roderick E. White, 2007. "Strategic purity: A multi‐industry evaluation of pure vs. hybrid business strategies," Strategic Management Journal, Wiley Blackwell, vol. 28(5), pages 553-561, May.
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    More about this item

    Keywords

    Generic Strategies; Outpacing; Blue Ocean; Market Evolution;
    All these keywords.

    JEL classification:

    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • L52 - Industrial Organization - - Regulation and Industrial Policy - - - Industrial Policy; Sectoral Planning Methods
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L93 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Air Transportation

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