Sina Jünger

Market Strategies: Scope and Typologies Sina Jünger

The field of managerial strategy research is one of the broadest and most far reaching fields in the scholarly business research. It has influence on almost all business related fields in theory and practice and has been discussed very intensively. However, there are numerous concepts and terms within this research area that are difficult to separate and distinguish. Terms therefore are confused and become more and more indefinite and ambiguous. Expres- sions like competitive strategy, business strategy, market strategy, and marketing strategy are often used synonymously and undifferentiated, leaving behind misunderstanding and frustra- tion. This work strives to give an outline of definitions of the concepts and terms of the strategic field offered so far. It will describe their limitations as well as their overlaps to be able to provide an overview of the field of managerial strategy research, as well as the board- ers and interaction among the sub-fields of the related strategy areas. The questions answered are how a company can grow and how it can change the competitive ?game'.