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Achieving Congruence between Macro and Micro Generic Strategies: A Framework to Create International Competitive Advantage

Department of Management, Marketing, and Logistics at the University of North Florida in Jacksonville

Laurence Jacobs

Department of Marketing at the University of Hawaii in Honolulu

In order to achieve the strongest international competitive advantage, there must be cooperation between the public and business sectors. That is, there must be congruence between the macro and micro competitive strategies in a country. It is maintained that nations will optimize their competitive advantage when both government and the firm use competitive advantage or comparative advantages simultaneously. This article expands Porter's generic strategies into areas of macro and micro application. It further suggests that Porter's three generic strategies can be supported by governmental actions, enabling a country to exercise competitive advantage options for maximum results, and articulates how this can be accomplished.

Journal of Macromarketing, Vol. 15, No. 2, 23-32 (1995)
DOI: 10.1177/027614679501500203


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