“…Future research should examine if strategic balance theory applies in other markets facing strong competitive and institutional pressures, such as hospitals or drug manufacturers. The specific strategic resource commitments in these markets may vary (Chandler, 1962;Schendel and Patton, 1978). For instance, R&D expenses and advertising expenses may be important in the pharmaceutical industry (Cool and Schendel, 1987), whereas technical sophistication in non-routine treatments may be important in hospitals (Ketchen, Thomas, and Snow, 1993;Westphal, Gulati, and Shortell, 1997).…”