The performance implications of the Miles and Snow strategic adaptation typology

Abstract

The present paper aims to summarize the findings of one of the most important and outstanding research concerning the strategic typology developed by Miles and Snow (1978).
It especially highlights in detail from a marketing point of view the performance implications of the Prospector, Analyzer, Defender, and Reactor types pursued by firms. Based on several empirical studies and propositions of previous US strategic researchers, the article focuses on SMEs - a dominant portion of population of Hungarian organizations - which generally lack a consistent, well articulated strategy, suffer from insufficient marketing capabilities and exhibit suboptimal performance. Finally, the author sheds light on the need for shift to strategic consciousness from marketing as well as from a social policy perspective.