Affiliation:
1. College of Business and Administration, University of Colorado–Colorado Springs
2. College of Business, Colorado State University
3. Center for International Business Education and Research and Professor of Marketing and Supply Chain Management, Eli Broad Graduate School of Management, Michigan State University
Abstract
Adopting a contingency perspective, the authors present and test a fit-as-moderation model that posits that overall firm performance is influenced by how well the marketing organization's structural characteristics (i.e., formalization, centralization, and specialization) and strategic behavioral emphases (i.e., customer, competitor, innovation, and cost control) complement alternative business strategies (i.e., prospector, analyzer, low-cost defender, and differentiated defender). Responses from 228 senior marketing managers provide support for the model and demonstrate that each strategy type requires different combinations of marketing organization structures and strategic behaviors for success.
Subject
Marketing,Business and International Management
Cited by
575 articles.
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