A resource-advantage perspective of product-market strategy performance & strategic capital in high technology firms

Hughes, Paul and Morgan, Robert E. ORCID: https://orcid.org/0000-0001-8981-3144 2007. A resource-advantage perspective of product-market strategy performance & strategic capital in high technology firms. Industrial Marketing Management 36 (4) , pp. 503-517. 10.1016/j.indmarman.2006.01.003

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Abstract

Contrary to common misconceptions, firms tend generally to remain constant in their strategic approach to markets and rarely deviate from their prevailing strategic archetype. Consequently, the effectiveness of a firm's product–market strategy is as important as its persistence in achieving overall strategic performance. Adopting a resource-advantage perspective, we examine the extent to which resource bundles differ among firms within a product–market strategy performance typology. Analyzing data generated from high-technology industrial manufacturers, we find that successful strategists are endowed with significantly greater levels of resources–that include ‘strategy championing’, ‘strategy commitment’, ‘implementation support’, ‘implementation effectiveness’, ‘learning’, and ‘memory’–in contrast with unsuccessful strategists, hopeful strategists, and fortunate strategists. Further, important inter-group differences are identified and discussed, along with the implications of this study for researchers and marketing managers.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) 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 T Technology > T Technology (General)
Uncontrolled Keywords:	Resource-advantage theory; Implementation; Product–market strategy; Strategic capital; Adherence; High-technology; Cluster analysis
Publisher:	Elsevier
ISSN:	0019-8501
Last Modified:	21 Oct 2022 09:52
URI:	https://orca.cardiff.ac.uk/id/eprint/38138

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