Article ID: | iaor20012700 |
Country: | United Kingdom |
Volume: | 28 |
Issue: | 5 |
Start Page Number: | 541 |
End Page Number: | 553 |
Publication Date: | Oct 2000 |
Journal: | OMEGA |
Authors: | Proff Heike |
Keywords: | automobile industry, strategic planning |
As the pressure of international competition has grown, so too has the demand for hybrid business unit strategies. They combine the competitive advantages of low costs and differentiation. There are both empirical and theoretical arguments for their use. The possibilities and limits of these strategies and their growing importance for different market segments are illustrated with reference to the German automotive industry.