PORTER′S (1980) GENERIC STRATEGIES IN PORTUGAL

States that the usefulness of theory, developed in the United States, in international settings, is of particular interest. The wider the domain to which theory can be applied, the greater its value to the body of knowledge to which it belongs. Examines the applicability of Michael Porter′s Three Generic Strategy Typology (1980) in the developing manufacturing nation of Portugal. It was concluded that the typology is an excellent representation of the strategic orientations of manufacturing firms in Portugal. The existence of the strategic options of cost leadership, differentiation and focus were identified, in their pure form, through factor analysis. Regardless of the apparent lack of formal strategic planning processes, Portuguese manufacturing firms appear to be following internally consistent business level strategies.