Research Evidence On The Miles-Snow Typology

The Miles-Snow (1978) typology is one of the most popular classifications of business-level strategies. Consequently, a great deal of attention has centered on examining the validity of the research used in its defense. In this paper previous research on the typology is reviewedfocusing on four issues: (a) identification and nature of strategic types, (b) testing the typology's predictions concerning dimensions of the “adaptive cycle,” (c) the link between strategy and environment, and (d) performance differences among the strategic types. Limitations of prior research are identified and questions about validity of pastfindings are presented. Methodological and conceptual refinements are offered to help guide future research efforts.