The Miles and Snow Strategic Typology and its Performance Implications

Aviv Shoham, Sara Lev

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


The Miles and Snow typology is a descriptive and normative tool for categorizing firms. Most previous studies of the typology have used US firms. We use it in the context of Israeli firms. Performance of Prospectors, Analyzers, Defenders, and Reactors is viewed as a function of firms’ arch-types. The results of this study show that, for the most part, firm performance does not depend on strategic arch-type. Relatively few performance differences were found across arch-types. These findings are used to generate implications for managers and for future research.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages7
StatePublished - 2015
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.


  • Firm Performance
  • Firm Type
  • Normative Tool
  • Performance Implication
  • Total Sale

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


Dive into the research topics of 'The Miles and Snow Strategic Typology and its Performance Implications'. Together they form a unique fingerprint.

Cite this