War for Competitive Advantage – ‘Porter’s Generic Strategies Past – Present – Future’ – A Review

Abstract

Michael Porter coined the generic strategies and competitive advantage with opening new arenas for researchers and practitioners. Since its inception, Porter's typology has faced various explanations, frameworks, criticism, and refinements. The present study reviews the research on Porter's generic strategies in the Strategic Management Journal since the inception of the journal in 1980 till 2020. Researchers propose to discuss, review, summarize, match, and contrast the similarities and differences in various approaches to strategy choice and decision makings. Researchers propose future research propositions while connecting other pertinent questions in the field of strategic management, as Porter suggested that dynamic theory is required than static and standalone research frameworks.