Michael Porter's generic competitive strategies are as widely recognized in business education, research, and practice as few other concepts. However, those who delve deeper into his texts and the associated literature encounter numerous conceptually and methodologically unresolved issues. Benjamin Müller proposes suggestions for the conceptual clarification of the generic competitive strategies. Building on this more solid theoretical framework, he develops an innovative tool for measuring Porter's strategy types through buyer surveys, the quality of which is confirmed by an empirical pilot study conducted in the Swiss orange juice market. The data collected is used by the author to empirically verify a clearly defined segment of Porter's argumentation chain. The results support Porter's theses on overcapacity.