The selection of a generic strategy by a firm should not be seen as something to be done on a
whim. Once a strategy is selected, all aspects of the business must be tied to implementing that
strategy. As Porter stated, “Effectively implementing any of these generic strategies usually
requires total commitment and supporting organizational arrangements.” [14] The successful
implementation of any generic strategy requires that a firm possess particular skills and
resources. Further, it must impose particular requirements on its organization
Even successful generic strategies must recognize that market and economic conditions change
along with the needs of consumers. Henry Ford used a cost leadership strategy and was wildly
successful until General Motors began to provide different types of automobiles to different
customer segments. Likewise, those who follow a differentiation strategy must be cautious that
customers may forgo “extras” in a downturn economy in favor of lower costs. This requires
businesses to be vigilant, particularly with respect to customer value.