1. Introduction
Porter (1980, 1985) stimulates an ongoing academic debate about
whether or not generic strategies are an accurate tool to analyze and
explain the behavior of companies in the real world (Campbell-Hunt,
2000; Dess & Davis, 1984; Kotha & Vadlamani, 1995; Pertusa, Molina,
& Claver, 2009; Robinson & Pearce, 1988).