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Fitting strategic resources with product-market strategy: Performance implications

Hughes, Paul and Morgan, Robert E. 2008. Fitting strategic resources with product-market strategy: Performance implications. Journal of Business Research 61 (4) , pp. 323-331. 10.1016/j.jbusres.2007.06.023

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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.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Uncontrolled Keywords: Resources ; Strategy ; Performance ; Relationships
Publisher: Elsevier
ISSN: 0148-2963
Last Modified: 04 Jun 2017 03:13
URI: http://orca.cf.ac.uk/id/eprint/18410

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