Resumen

SCHLESINGER DIAZ, María Walesska. Perception of Strategic Positioning in Fast Food Services, Spain.. Revista Venezolana de Gerencia [online]. 2008, vol.13, n.41, pp.124-145. ISSN 1315-9984.

The Miles and Snow (1978) strategic positioning typology is a useful tool for categorizing companies based on the types of strategies they follow. The scale developed by Aragon (1996) for categorizing companies based on Miles and Snow´s (1978) proposal was applied to the context of services, specifically for fast food, using  systematic sampling and selecting a representative sample of franchise fast food store managers in the community of Valencia, Spain. After categorizing the 37 sample units composed of franchises corresponding to 7 fast food restaurant types and using an ANOVA analysis of the means, hypotheses were contrasted according to which certain categories had a greater tendency to develop marketing and innovation capacities. Conclusions were that for the three typologies detected, managers do not perceive significant differences related to innovation, but on the other hand, significant differences were found related to the emphasis that analytical and prospecting companies give to marketing when compared to defensive companies. Managers should evaluate the consistency between the typology to which their company belongs and the strategy elements used.

Palabras clave : Strategic typologies; marketing; innovation; Miles and Snow; positioning.