The purpose of this paper is to examine the strategic orientation in terms of Miles and Snow typologies
of the firms in emerging country and investigate their implications on performance. Unlike
previous research, this paper focuses the importance of strategy implementation to the performance
implications of Miles and Snow typology. Data was collected from 111 key informants from firms in
Thailand?s chemical industry using probability sampling. The one-way Analysis of Variance (ANOVA)
results showed that prospectors performed better than the other three strategic types, whereas reactors
exhibited the lowest performance scores. While the success in strategy implementation is found
to be a significant predictor of firm performance, the two-way Analysis of Variance (ANOVA) results
revealed that the success in strategy implementation did not alter the relationship between Miles and
Snow strategic type and a firm?s performance. This finding suggests that the relationship between
Miles and Snow strategic type and a firm?s performance may be universal, regardless of the location
where the study is conducted. However, additional studies in other contexts are required before the
conclusion can be made whether the strategic type ? performance relationship will be contingent on
strategy implementation.
