Product-market planning capability and profitability

Hughes, Paul, Hodgkinson, Ian R., Morgan, Robert E. ORCID: https://orcid.org/0000-0001-8981-3144, Hughes, Mathew and Hughes, Chih-Hsien Lois 2020. Product-market planning capability and profitability. Industrial Marketing Management 90 10.1016/j.indmarman.2020.08.007

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Abstract

We test the profit implication of product-market planning as a dynamic capability, from a contingency theory perspective. Among a sample of high-technology industrial organizations, we find that product-market planning capability is significantly and positively related to profits under marketing differentiation, but negative implications ensue for those adopting cost efficiency strategies. Pursuing hybrid strategies has no significant effect, while technological turbulence also has no moderating effect. Additional analysis establishes the temporal effects of product- market planning capability on 3-year lagged profits. These differential results are considered within a contingency framework. Implications are identified and discussed for industrial marketing management theory and practice.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Publisher:	Elsevier
ISSN:	0019-8501
Date of First Compliant Deposit:	19 August 2020
Date of Acceptance:	9 August 2020
Last Modified:	23 Nov 2024 09:00
URI:	https://orca.cardiff.ac.uk/id/eprint/134272

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