Strategic Adjustment Between Innovation And Production: Generation Of Integrated Archetypes In Spanish Service Firms

This paper investigates empirically the strategic alignment between innovation and production strategies in a sample of service firms in Spain. It employs the integrated archetypes approach to analyze a dataset of unique, manually collected, firm responses. The results highlight differences in behavior patterns underpinning both kinds of strategic decisions and, coherent with alignment theory, differential firm performance. According to the strategic alignment idea some decisions about innovation are more suitable with respect to specific production decisions.