Abstract

Purpose - The aim of this article is to identify the relationships between strategic orientations and various performance measurements in Spanish hospitality enterprises. Design/methodology/approach - With a sample of 189 hospitality firms, this study uses the Miles and Snow strategy typology, and validates a performance scale using the structural equations technique. Findings - Following the application of ANOVA methodology, the paper confirms that the three viable strategy types identified in the literature (prospectors, defenders, and analysers) are likely to perform well. In contrast, reactors are linked with poor performance. Practical implications - Inferences drawn from this study should take into account the limitations of the sample and the methodology used, mainly as using qualitative data. However, the evidence of the findings suggests that any of the positive strategic profiles are effective forms of competing and organizing, and can be equally successful in any environment if the firm implements it consistently. Originality/value - Confirms that the established typologies are still relevant to industry approaches. © Emerald Group Publishing Limited.