The Miles and Snow Typology Groups: A Comparison of Services and Manufacturing Samples

Authors

  • Richard A. Heiens University of South Carolina Aiken
  • Majdi A. Quttainah Kuwait University
  • Larry P. Pleshko Kuwait University

DOI:

https://doi.org/10.34120/ajas.v25i1.993

Keywords:

Miles and Snow, organizational structure, marketing orientation, services versus manufacturing

Abstract

The study represents an investigation of the Miles and Snow (1978) strategic profiles in samples drawn from two distinct industry sectors: financial services firms and product manufacturing firms. In particular, the authors investigate how the Miles and Snow (M&S) strategy groups differ in organizational structure, marketing orientation, and performance. Findings indicate that Prospectors and Analyzers are more market oriented overall as well as more competitor oriented than their Defender and Reactor counterparts. In addition, financial services Reactor firms exhibited the lowest market share and profit performance. The findings also show that Analyzers from the product manufacturing sample performed at the highest level in terms of both market share and profits. Except for the product manufacturing Analyzers, the profit performance of services Prospectors was also superior to the other M&S types. 

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Author Biographies

Richard A. Heiens, University of South Carolina Aiken

holds the Walter F. O’Connell Palmetto Endowed Professorship in Marketing at the University of South Carolina Aiken. Dr. Heiens earned his Ph.D. in Marketing from Florida State University, and his research interests are in the areas of strategic marketing and consumer behavior. His research studies have appeared in a wide variety of academic journals, including the Strategic Management Journal, the Journal of Business and Industrial Marketing, the Academy of Marketing Science Review, the Journal of Strategic Marketing, and the Journal of International Consumer Marketing. (RichardH@usca.edu)

Majdi A. Quttainah, Kuwait University

earned his Ph.D. degree in Management from Rensselaer Polytechnic Institute, Lally School of Management & Technology (USA) in 2012 and he is becoming an associate professor of management in the College of Business Administration at Kuwait University. His research and teaching interests are corporate governance, corporate strategy, international management, entrepreneurship and supply chain management. (mquttainah@cba.edu.kw)

Larry P. Pleshko, Kuwait University

received his Ph.D. from Florida State University, 1993 and he serves as Professor of Marketing at Kuwait University. His research specializes in retail services and marketing strategy as related to firm performance. He has worked at universities in Australia, Saudi Arabia, The USA, United Arab Emirates, Kuwait and Jamaica. (larryp@cba.edu.kw)

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Published

2018

How to Cite

Heiens, R. A., Quttainah, M. A., & Pleshko, L. P. (2018). The Miles and Snow Typology Groups: A Comparison of Services and Manufacturing Samples. Arab Journal of Administrative Sciences, 25(1), 121–138. https://doi.org/10.34120/ajas.v25i1.993

Issue

Vol. 25 No. 1 (2018)

Section

Management

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