Business Strategies Analysis by Strategy Typology and Orientation Framework

This article describes two business cases and their strategies by using a strategy orientation and typology framework. The framework is built as synthesis from market and product orientation characteristics based on a literature research as well as from the Miles and Snow strategy typology. This framework is used to evaluate to two case strategies from the mobile phone industry. The findings show that the created framework can be used to find orientation and typology changes in both of the case businesses. The used model brings into light interesting changes in the strategies of the case companies.