A taxonomy of business‐level strategies in global industries

Allen J. Morrison, Kendall Roth

Research output: Contribution to journalArticlepeer-review

184 Scopus citations


This study presents a taxonomy of business‐level strategies in global industries. Empirical data suggest there are four broad strategies: domestic product niche, exporting high quality offerings, international product innovation, and quasi‐global combination. A discussion of the characteristics and performance differentials of each strategy type is provided as well.

Original languageEnglish (US)
Pages (from-to)399-417
Number of pages19
JournalStrategic Management Journal
Issue number6
StatePublished - Sep 1992
Externally publishedYes


  • Globalization
  • business strategy
  • international competition
  • taxonomy

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management


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