Realizing a hybrid competitive strategy and achieving superior financial performance while internationalizing in the high-technology market

Mika Gabrielsson, Tomi Seppälä, Peter Gabrielsson*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

36 Citations (Scopus)

Abstract

Previous marketing research has called for enhanced understanding of the antecedents contributing to realization of a competitive strategy leading to superior performance. In particular, this research has been inconclusive about the conditions under which a multinational corporation (MNC) can realize a 'hybrid' competitive strategy. Our study examines the achievability and performance of a hybrid strategy compared with a single strategy as firms internationalize in the high-technology market. The evolutionary theory of the MNC and the resource-based view were applied. Our empirical results indicate that realization of a hybrid competitive strategy is dependent on both the globalization phase of the high-technology MNC and its key resources. We also found that hybrid strategies mediate these contextual factors and thereby contribute to superior financial performance.

Original languageEnglish
Peer-reviewed scientific journalIndustrial Marketing Management
Volume54
Pages (from-to)141-153
Number of pages13
ISSN0019-8501
DOIs
Publication statusPublished - 2016
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • Evolutionary theory of the MNC
  • Globalization
  • High-technology firms
  • Hybrid competitive advantage
  • Performance
  • Resource-based view

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