The effects of pure and hybrid competitive strategies on firm performance: A research on Turkish manufacturing sector

Organizations aim to achieve sustainable competitive advantage against the competitors and gain the superior firm performance in their sectors. Under favor of these, companies focus on becoming the leader in the sector and preserve their position. Generic strategies model which was described by Porter (1980) offers companies to choose one of the competitive advantage for achieving superior performance in their scope. These competitive strategies are cost leadership, differentiation or focus. The purpose of the study was to focus on the relationship between competitive strategies and company performance and examine to pure and hybrid forms of generic strategies and their effects on return on equity (ROE) performance measurement ratio. According to this aim, the analysis carried out in this paper has concentrated on firm performance differences and strategic choice effects in manufacturing sector firms in Turkey.