A two‐factor classification of competitive strategy variables
提出将竞争战略变量分为成功驱动因素和失败预防因素两类，基于PIMS数据实证检验了营销战略变量的这两类属性，为管理者提供战略启示。
Abstract This paper focuses on the appropriateness of a two‐factor classification of competitive strategy variables as success producers and failure preventers. Theoretical frameworks which provide static and quasi‐dynamic perspectives of the proposed two‐factor classification are outlined. An empirical exposition of the success producing and failure preventing properties of marketing strategy variables is presented using the PIMS data. Strategic implications and directions for future research are discussed.