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Effect of competitive tactics on performance: The case of the pharmaceutical industry

 

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Opened Access Effect of competitive tactics on performance: The case of the pharmaceutical industry
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Author: Castillo-Apraiz, Julen
Matey, Jesús
Date: 2015
ISBN/ISSN: 9789036540568
Document type: Presentation
Abstract: Competitive tactics play a key role in explaining different levels of organizational performance since they are the linkers between strategy formulation and implementation. This study focuses on two main competitive tactics, namely, Quality-Oriented Competitive Tactic (Quality) and Cost-Oriented Competitive Tactic (Cost), which are the ones that are closely related to Porter’s generic competitive strategies. Apart from that, we will analyze two other important competitive tactics, namely, Innovation-Oriented Competitive Tactic (Innovation) and Marketing-Oriented Competitive Tactic (Marketing) which will mediate the relationship between the main tactics and performance. Hence, we try to adopt an integrative posture by viewing competitive tactics in the pharmaceutical industry as inextricably linked, forming the fundamental pillars on which sustainable competitive advantage could be established.
Size: 241.6Kb
Format: PDF

URI: http://hdl.handle.net/11441/55062

DOI: 10.3990/2.333

This work is under a Creative Commons License: 
Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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