Strategic profiles and performance: An empirical test of select key propositions |
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| Authors: | Peter Wright Mark Kroll Peng Chan Karin Hamel |
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| Institution: | (1) Memphis State University, Memphis, USA;(2) University of Texas at Tyler, Tyler, USA;(3) California State University at Fullerton, Fullerton, USA;(4) George Washington University, Washington DC, USA |
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| Abstract: | Competing theories on internal orientation versus external orientation are examined. The relevant theories are amalgamated
and condensed into a number of competing propositions that are empirically tested. The findings suggest that the internally
oriented businesses as well as the externally oriented businesses underperform the efficient, marketing oriented businesses. |
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