Implanting competitive strategy: a contingency approach

Pervaiz K. Ahmed, Mohammed Rafiq

Research output: Contribution to journalArticleResearchpeer-review

5 Citations (Scopus)


Competitive business strategies are often formulated with little regard given to the articulation format. This paper examines the strategy formulation process from a systems perspective and argues that articulation of a competitive strategy, such that sus tained competitive advantage is created, requires consistency along the entire business chain. Internal consistency within the business chain is built through inter-linkages. The inter-linkages are made through four inter-connective elements: human resources, techno logical resources, information resources and financial resources. It is argued in this paper that the human factor is of major import ance since it integrates the other inter-connective elements and therefore represents a key factor in the process of articulation and implementation. In view of the critical role of the human element in articulation of business strategy for competitive advantage, the paper develops a human-factor related contingency framework. The developed contingency framework examines Porter's (1980, 1985) generic strategies with respect to congruent requisites necessary for building competitive advantage.

Original languageEnglish
Pages (from-to)49-67
Number of pages19
JournalJournal of Marketing Management
Issue number1
Publication statusPublished - Jan 1992
Externally publishedYes

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