Strategic option generation is a fundamental step in strategy formulation. Several lenses have been proposed to explain its foundations, including the microeconomics positioning school, and the resource and capabilities based view of the firm. These approaches are largely based on inductive and...

Technological advancement compounds the complexity of competitor identification making it increasingly multi-front and multi-dimensional. Strategic groups are an important unit for competition analysis, typically delineated by firms’ characteristic similarities or cognitive maps. Both have...