Technology analysis and competitive strategy: the case of mobile telephones

Abstract

This paper examines the validity of the strategic implications draun from the typology of generic strategies presented by Michael Porter. It is argued that the existence of technologies which simultaneously drive cost and performance make it possible to combine cost leadership and difflerentiation strategies, and yet be extremely competitive. The mobile telephone industry provides us with an illustrative empirical example. In this case, rather than a ‘stuck in the middle’ strategy, we found a ‘luck in the middle’ strategy.