| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 92 === The study examined the use of Porter’s (1980) generic strategies of overall cost leadership and differentiation in their pure and hybrid forms, and their effect on performance in a global recession period.
In generic strategy, Porter thought firm should pursue either cost leadership or differentiation, and avoid being stuck in the middle. It has raised considerable debate in the extant literatures. Some researchers think today’s managerial skills and technologies are more advanced than twenty years ago.
Under these arguments, this study tries to collect data that covers the world’s 700 companies across 27 industries and 30 countries to understand the changes. The data allows this study to examine the issue that if firms are able to pursue technological differentiation with the consideration of the efficiency of resource use in the meantime (hybrid strategy).
The result of this study, in a recession period, is that the companies which pursue technological differentiation strategy have worse operating performances than other strategical types, even they pursue technological differentiation under rich technological opportunities.
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