long-term survival becomes unrealistic. Diverging the strategy into different avenues with the view to exploit opportunities and avoid threats created by market conditions will be a pragmatic approach for a firm. Critical analysis done separately for cost leadership strategy and differentiation strategy identifies elementary value in both strategies in creating and sustaining a competitive advantage. Consistent and superior performance over competition could be reached with stronger foundations in the event “hybrid strategy” is adopted. Depending on the market and competitive conditions, hybrid strategy should be adjusted regarding the extent which each generic strategy (cost leadership or differentiation) should be given priority in practice. See also Critique of generic strategies and their limitations, including Porter - "Generic strategies: a substitute for thinking?" Orcullo Jr., N. A., Fundamentals of Strategic Management References Michael Porter Strategic management de:Wettbewerbsmatrix