Analysis of small and medium enterprises (SMEs) strategy using miles and snow typology: A literature review

Abstract

The initial survey showed that most of the small industries that were observed did not have a business strategy and were not yet clear about business development patterns that were not well planned and unorganized, thus it was still difficult to identify their business strategy patterns and even tended not to think about business strategies. The aim of this research was to review the existing literature regarding the application of Miles and Snow typology in manufacturing or services companies and provide the findings of the comprehensive review. From 2011 to 2018, 24 peer-reviewed publications have appeared. This paper presents an overview of Miles and Snow typology applied as a tool for business strategy development. It has been divided into three main sections; the introduction of the business environment and Small and Medium-Sized Enterprises (SMEs) challenge in the face of a complex environment, the business strategy orientation and Miles and Snow typology conspet, and a general description of SMEs. Several case studies from previous researches are considered in order to provide an analysis, and then discussed.