“…A differentiation strategy would suggest variables centered on product superiority and attributes (Hill 1988;Hrebiniak and Joyce 1985;Jennings and Lumpkin 1992;Miller 1988Miller , 1989White 1986). Furthermore, a strategy may be proactive, looking for measureable opportunities, or reactive, looking for multidimensional problems or threats (Ansoff 1975;Mintzberg 1973). Additionally, variable selection could also be influenced by the impact of risk-taking propensities, culture continuity, risk appetite and tolerance, tolerances for ambiguity, and the influence locus of control (Anderson and Frigo 2012;De Pree 2004;Miller and Toulouse 1986); regardless, continuous strategy innovation, including variable selection, is necessary in turbulent high-velocity markets (D'Aveni et al 2010).…”