Thus, Igor Ansof , suggested a matrix with four strategies (market 14 penetration, product development, market development and diversifcation) that quickly gained acceptance in the market and in the academic world, usually called the "Ansof matrix". In fact, even today, many of the strategies implemented fnd their genesis in the teachings of this author. One of the best known and most replicated theories on strategy was proposed by Porter , who suggests a two-dimensional model: strategic advantage and 15 strategic objective. Subsequently, Porter uses the dimensions of competitive advantage instead of the referred strategic advantage and strategic objective. Thus, Porter identifes three generic competitive strategies that can be followed by companies: leadership by cost; diferentiation; and focus, whether on cost or diferentiation. Companies that use a strategy focused on cost will try to be the cheapest producers in the industry. Those using a diferentiation strategy will aim to diferentiate their product from the competition, to enable charging a higher price. Mintzberg, on the other hand, proposes a typology of competitive strategies using the dimensions of diferentiation strategies (e.g., price diferentiation strategy; image diferentiation strategy; diferentiated support or support strategy; quality diferentiation strategy; design diferentiation strategy; and non-diferentiation strategy), and scope strategies (e.g., non-segmentation strategy; segmentation strategy; niche strategy; and customization strategy). For Mintzberg, diferentiation is thus a concept determined by supply, whereas scope is determined by demand. This author also proposes the commonly called fve P's theory of strategy, where he discusses the fve dimensions of the concept: plan, pattern, positioning, ploy and perspective. 3.2 The diferentiation approach The bet on arbitration in order to gain a possible competitive advantage takes us, in a clear and logical-deductive way, to the feld of the so-called "generic strategies" and, within these, to the diferentiation strategy. In fact, it is reasonably evident that the submission to arbitration of any disputes that may occur in a given contractual relationship between two or more players in the feld of tourism, will never represent a classic strategy of product creation or prospection of new markets. Ansof, with his matrix of four strategies, introduced important and decisive concepts in the feld of business strategy. However, this strategic model, although decisive for the emergence of strategic conceptions, is relatively little comprehensive, leaving out important aspects of strategy design, primarily because it incorporates in the so-called "product development" a vast set of strategies that needed to be autonomised and conceptualised, in order to give them a greater and more accurate operationality. Aware of this problem, Porter presented what he called "generic strategies": leadership by cost, diferentiation and focus. This author places the centre of the problem in the identifcation of the strategy, criticising Ansof's Ansof, 1965. 14 Porter,1980. 15 13
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