| Title |
Fitting strategic resources with product-market strategy: Performance implications |
| ID_Doc |
75022 |
| Authors |
Hughes, P; Morgan, RE |
| Title |
Fitting strategic resources with product-market strategy: Performance implications |
| Year |
2008 |
| Published |
Journal Of Business Research, 61, 4 |
| Abstract |
Resources, strategy, and performance inter-relationships are central to strategic marketing theory. Strategic resources are key inputs to product-market strategy that form the basis of superior firm performance. However, these inter-relationships are subject to 'fit' requirements. This article examines the hypothesis that greater fit between the strategic resources of marketing organizations and product-market strategy encourages superior financial and customer-market performance. This fit is most important to marketing organizations exhibiting either a Defender or Analyzer strategic orientation. No significant relationship is found for fit among Prospectors. (c) 2007 Elsevier Inc. All rights reserved. |
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