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The existence of the three generic strategies--differentiation, overall low cost, focus--proposed by Porter (1980) is empirically examined through an exploratory field study consisting of 22 firms in a fragmented industry. Further support relating to the existence of these generic strategies is provided through the analysis of panel data. [ABSTRACT FROM AUTHOR]

This study examined whether the strategy-market share-performance relationship is contingent upon competitive market scope. Analyses were conducted to examine differences in strategy-market share-performance relationships across firms with national versus regional market foci in the same basic industry. The results support the contention that the effects of strategy and market share on business unit performance will vary according to the business's competitive market scope. [ABSTRACT FROM AUTHOR]

Presents an abstract of the paper 'Reconsidering Market Orientation: A Strategic Value Chain Perspective,' by Peter S. Davis, C. Clay Dibrell and Stef Nicovich, presented at the 1999 Winter Educators' Conference of the American Marketing Association.

Evaluates the effects of marketing mix variables and value chain position on international competitiveness. Divisions of the industry supply chains; Relationship between determinant variables and export performance; Consequence of focusing on regional markets.