Antecedents and consequences of product-market planning capability

Hughes, P, Morgan, Robert ORCID: https://orcid.org/0000-0001-8981-3144, Hughes, M., Kouropalatis, Yiannis ORCID: https://orcid.org/0000-0003-0202-4463, Powell, Taman Harley and Hodgkinson, I. 2010. Antecedents and consequences of product-market planning capability. Presented at: Strategic Management Society 30th Annual International Conference, Rome, Italy, 12-15 September 2010.

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Abstract

Product-market planning remains an important activity but paradoxically firms take considerable steps to guard against the rigidity and inflexibility that can become apparent from doing so. We propose a conceptual model of product-market planning capability which is based on knowledge and contingency perspectives. We test this with both primary and secondary data generated from UK-based high-technology firms. Using structural equation modeling, we find that market information processing activities have differential effects on product-market planning capability; this capability is significantly and positively related to performance and this strengthens as competitive intensity and technological turbulence increase; differentiation strategies are shown to positively moderate the relationship but there are negative implications for those with cost leader and focus strategies.

Item Type:	Conference or Workshop Item (Paper)
Date Type:	Completion
Status:	Unpublished
Schools:	Schools > Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General)
Last Modified:	19 Oct 2022 09:54
URI:	https://orca.cardiff.ac.uk/id/eprint/22595

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