These authors perceive the concept of “stuck in the middle” as the inability of an organization to use a unique strategy that is way different from that of other companies. They suggest that each company must choose its own business strategy that best satisfies its customers. As a result, these authors bring about the idea of brand positioning in the market. Brand positioning refers to the various strategies that the management within an organization uses to roll out their products with the market in the most satisfactory manner. On this light, the implication of Porters statement could mean that an organization must use a single unique strategy rather than use a wide range of strategies that may lead to the loss of identity.
Today, identity branding has become an important aspect of any organization. Today organizations use a systematic approach to create a unique image that customers can associate with their identity. Therefore, Porter’s ideologies are relevant in the contemporary business environment as managers still perceive identity branding as an important perspective of conducting business in a competitive business environment. Another school of thought has evolved interpreting Porters idea of organizations getting stuck in the middle as inability of an organization to utilize both cost and quality models as a way of inviting customers to purchase organizational products.
This group of scholars refer to Porter’s generic business strategies in which he defines cost and differentiation as different business strategies that an organization should choose from. In his competitive model, Porter stated that companies are faced with the tough decision of making hard choices on the best business strategy and sticking to one rather than sticking to several.
As perceived by these modern scholars, an organization that decides to use both strategies is bound to fail as it cannot accrue the benefits of both strategies optimally. For instance, if a company decides to invest on price reduction, the company should concentrate on minimising cost rather than achieving quality (Harfield, 2014) On the other hand, a company that decides to pay attention to their product quality should pay attention to this aspect rather than mix it with the cost strategy. On this note, any company that fails to specialize in their business strategy will face a hard time in convincing their customers and winning their loyalty. From a multidimensional angle, Porter’s advice has two sides of the same coin.
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