Affiliation:
1. Department of Marketing, Louisiana State University
2. Department of Marketing, Texas A&M University
Abstract
The authors test the proposition that the effectiveness of a particular strategic orientation—reactor, defender, analyzer, and prospector—is contingent upon the dynamics of the market. In mildly volatile markets, analyzer organizations are found to outperform other organization strategy types. However, in more volatile markets, the strategy-performance alignment is less clearly determined by the market environment.
Subject
Marketing,Business and International Management
Cited by
145 articles.
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