The Palgrave Encyclopedia of Strategic Management

Living Edition
| Editors: Mie Augier, David J. Teece

Product Market Strategy

  • Anoop R. Menon
  • Dennis A. Yao
Living reference work entry


Product market strategy is the collection of choices, actions and activities of a firm that determines how it positions itself in its product markets, and allows it to achieve and maintain a competitive advantage. This entry examines product market strategy from the perspective of positioning, using the value-based strategy framework.

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Copyright information

© The Author(s) 2016

Authors and Affiliations

  1. 1.Harvard Business SchoolBostonUSA