Defenders rarely involve themselves in new products or services, rather they stay in conservative or safe areas within their industry. Characteristics include centralized decisions and simple staff structures. Prospectors are just the opposite. They prefer to be at the cutting edge of their industry. Decisions are decentralized and organizational structures are complex.
Analyzers occupy the middle ground between defenders and prospectors in every aspect.
Reactors lack strategic focus and as a result, often change or alter organizational purpose and scope. The results of the study, and subsequent studies, showed that prospectors and analyzers placed much more emphasis on new developments. Prospectors also placed more importance on marketing. So in a time of change, as we now face, it is best to put the prospectors and analyzers in marketing positions. When we apply the idea of reverse marketing to HCOs, the current situation with respect to PPOs immediately comes to mind.