Why pure strategies may be wrong for transition economy firms
研究了在转型经济中，纯成本领先或差异化策略是否优于混合策略，发现制度环境的市场导向程度会影响纯策略的效果，为制度基础观提供了支持。
The strategy purity hypothesis argues firms will have better results pursuing a single, business‐level strategy of either cost leadership or differentiation rather than a mix of both. Since this claim implicitly assumes a developed‐economy context, we examine the efficacy of business strategies in transition economies. We find the benefits of a pure strategy are diminished when the institutional environment has a low degree of market orientation but are increased when the institutional environment is more market oriented. Our results indicate a boundary condition for the strategy purity hypothesis and support arguments for an institution‐based view of business strategy . Copyright © 2013 John Wiley & Sons, Ltd.