HYBRID STRATEGY – IN SEARCH OF A COMPETITIVE ADVANTAGE OF THE ENTERPRISE

Abstract

The paper examines a hybrid business strategy as the one that combines various sources of competitive advantage. Taking into account the ambidexterity concept, as the best typology of competitive strategies in the contemporary business environment, the research was conducted on a sample of 363 companies. Its aim was to identify business strategies in the context of firms' performance. Our results showed that most companies implement the ambidextrous strategy focusing on maintaining the existing and searching for a new competitive advantage. However, better overall efficiency and success of the company are ensured by a hybrid ambidextrous strategy achieved in a simultaneous way rather than a hybrid ambidextrous strategy achieved in a sequential way.

Keywords: hybrid strategy, ambidexterity, exploitation, exploitation, competitive advantage, market performance

JEL classification codes: L1, L210, M21