Technological choices within competitive strategy types: a conceptual integration

Abstract

This paper links technology strategy, competitive strategy and company performance. It first derives six major dimensions of technology strategy and identifies their components. The paper then addresses the theoretical distinctiveness of technology and competitive strategies, adopting a strategic choice perspective. It shows possible links between competitive and technology strategies, using a hybrid typology that combines previous classifications. The paper concludes by identifying future research questions for both theoretical and empirical research in this area.