Hughes, P, Morgan, Robert ![]() ![]() |
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) |
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Date Type: | Completion |
Status: | Unpublished |
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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