Fitting strategic resources with product-market strategy: Performance implications

Hughes, Paul and Morgan, Robert E. ORCID: https://orcid.org/0000-0001-8981-3144 2008. Fitting strategic resources with product-market strategy: Performance implications. Journal of Business Research 61 (4) , pp. 323-331. 10.1016/j.jbusres.2007.06.023

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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.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Uncontrolled Keywords:	Resources ; Strategy ; Performance ; Relationships
Publisher:	Elsevier
ISSN:	0148-2963
Last Modified:	19 Oct 2022 08:36
URI:	https://orca.cardiff.ac.uk/id/eprint/18410

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