Hybrid Strategy

In: Business and Management

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2 INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC RESEARCH (2 ICBER 2011) PROCEEDING

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THE APPLICATION OF COST, DIFFERENTIATION AND HYBRID STRATEGY IN BUSINESS OPERATIONS: WILL HYBRID STRATEGY BECOME THE NEW COMPETITIVE STRATEGY?
Mas Bambang Baroto, 2Muhammad Madi Bin Abdullah International Business School (IBS), Universiti Teknologi Malaysia International Campus, Kuala Lumpur, Malaysia E-mail: 1mbbaroto@ic.utm.my (Corresponding Author), 2muhdmadi@ic.utm.my
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ABSTRACT Both strategic management researchers and practitioners have realized the importance of the cost, differentiation and combination strategies for effective organizational performance and excellence. Recently, many large business companies in different part of the world have been applying both strategies (hybrid strategy) at the same time, rather than applying a single strategy at one period of time. The implementations of those three strategies are commonly used by the big giant companies where their business operations level is ranging from domestic, regional, international and global. Thus, the principal aim of this paper is to explore the application of these three strategies (cost strategy, differentiation strategy, and hybrid strategy) in various business companies. Keywords: Cost leadership strategy, differentiation strategy, single strategy, hybrid strategy

INTRODUCTION In the competitive market, certain industries are having very heavy competitive rivalry among the company players. The coverage of the industries could be domestic, international, or global of which are depending upon products or services to be provided. In this paper, we use cost leadership and differentiation strategies, because they are the commonly used strategic management dimensions in the literature (Dess & Davis, 1984; Nayyar, 1993). However, for a firm to earn superior profits and outperform its…...

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