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Stonehouse et al. (2004)Management > Global Strategic Management > Lectures > Independent Research > Stonehouse et al. > The Drivers > Resource-based approach > The Resources > The macro-environment > global/transnational strategy > Global strategies > Strategies - generic/competitive > Generic strategies > Combination
CombinationA firm can combine the three global strategies (core competence, value-adding and generic). For example, a differentiated strategy will emphasise the design and marketing value-adding activities. Core competences in these areas will be distinctive from competitors. The value chain bridges the gap between generic strategies and core competences. Differentiated strategies rely on knowledge and core competences on marketing, while cost leadership strategies rely on production, purchasing and marketing core competences.
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