Mapping strategic groups: an international example

In: The journal of business & industrial marketing, Band 12, Heft 1, S. 66-75

Abstract

The Greek dairy industry, with more than 1,000 companies, is extremely dynamic and developing, and it is presumably attractive to some investors, usually big foreign companies. The question of great interest is which cluster of the industry should they compete with, and what changes will that potential entrance cause to the industry. Uses the strategic group theory to cluster firms in this industry into groups, as a first approach to investigate this industry. That provides a better approach of understanding and evaluating the industry's potential as well as useful information of the current situation and the future changes.