Processes to support strategic ambition in SMEs.

This paper looks at the relationship between strategic themes (Fuchs et al., California Management Review, 42(3), 118-147, 2000), competitive performance and the processes firms used to support their ambitions. The research was under- taken in a small group of manufacturing SMEs. All the firms sought to achieve growth via the introduction of new products. Their strategic themes provided an internal focus while at the same time presenting the market with a clear position statement. Three of the Fuchs et al. (2000) themes were identified which, when applied solely and supported by appropriate process capabilities, led to sustained competitive positions. However, firms that attempted to pursue two of these themes concurrently were seen to experience conflict and inconsistency of direction. This identification of themes within SMEs provides a framework for SME managers to articulate realistic ambitions against which they can evaluate the effectiveness of their capabilities. [ABSTRACT FROM AUTHOR]