A balanced approach to strategy process

The aim of the paper is to demonstrate how business process‐based approach (PROPHESY) facilitates integration of resource‐based and market‐based approaches to strategy management. The paper begins by presenting resource‐based and market‐based strategy management approaches generally. It extends earlier research by examining the linkages between markets and resources as practised by three case study companies representing a cross‐section of the manufacturing industry. It continues with a discussion on the reasons behind the choice of the criteria used for cross case analysis. Although the results are exploratory, they provide a comparative analysis of how market‐based strategies could relate and integrate with resource‐based strategies through business processes.