The vast majority of research on competitive strategy , especially relating to generic strategy types has , however , been conducted in relation to businesses in the U .S . Less interest appears to have been docused on examining the extent to which these findings are generalizable to markets outside the U .S . To assume that such typologies are universally valid without explicit investigation is , however , analogous to the adoption of a pseudo-etic approach in cross-cultural attitudinal research [Triandis 1972 Pike 1966] . This widely...











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