Tomczak, TorstenTorstenTomczakMühlmeier, SilkeSilkeMühlmeierJenewein, WolfgangWolfgangJenewein2023-04-132023-04-132007-01-26https://www.alexandria.unisg.ch/handle/20.500.14171/81076An increasing number of marketing researchers, consultants and practitioners have emphasized the importance of the Treacy/Wiersema (1995) typology of business-level strategies. Despite the growing interest in Treacy/Wiersema strategic types, there is a serious lack of empirical research on this typology. To address this problem, this paper critically reviews the state of empirical research on the Treacy/Wiersema typology in comparison with those on traditional, established typologies of strategies to identify key gaps in empirical research and help to set research priorities. Recommendations for empirical research on the Treacy/Wiersema typology are offered concerning the main issues (1) identification of strategic types, (2) type specific attributes, (3) performance of strategic types and (4) successful configuration fits regarding each strategic type. This paper also attempts to inspire research efforts on the Treacy/Wiersema typology in marketing science. Key Words: Strategic Marketing, Strategic types in Marketing, Treacy/Wiersema Typology, Miles/Snow Typologydeconference paper