Fitting strategic resources with product-market strategy: Performance implications |
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Authors: | Paul Hughes Robert E Morgan |
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Institution: | a Loughborough University, Business School, Loughborough, Leicestershire LE11 3TU, United Kingdom b Cardiff University, Cardiff Business School, Colum Drive, Cardiff CF10 3EU, United Kingdom |
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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. |
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Keywords: | Resources Strategy Performance Relationships |
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