A Business Strategy Typology for the New Economy: Reconceptualization and Synthesis

Research on the nature of the competitive strategy-performance relationship has focused primarily on traditional, brick and mortar businesses. Although competitive strategy theory is applicable to the new economy, generic strategy typologies do not account for the opportunities and challenges that this economy has presented to strategic managers. This paper reticulates three critical debates in the field–IO/resource-based theory, strategic groups, and combination strategies and performance–into a business strategy framework specifically applied to businesses operating in the digital, knowledge-based economy. Challenges for future research are presented.