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Revisiting the Pure versus Hybrid Dilemma

Abstract The study examined the use of Porter's (1980) generic strategies of overall cost leadership and differentiation in their pure and hybrid forms, and their effect on performance in the context-specific setting of a developing country, viz. India. Results indicated that organizations that followed a combination of cost leadership and differentiation strategies (“hybrids”), in general, had the best performance of all groups on a variety of performance measures.