Despite the emergence of new theories (e.g., resource-based theory) over
the years, the Porter-based perspective, either original (urging against the
simultaneous pursuit of more than one generic strategy) or re-conceptualized
(favoring the simultaneous pursuit of more than one generic strategy), remains
an interesting subject of analysis (Thornhill and White, 2007). This is so
because the answer to the fundamental strategy question raised by this
perspective (i.e., does strategic purity pay?) is still under review