Fitting strategic resources with product-market strategy: Performance implications

Paul Hughes and Robert E. Morgan

Journal of Business Research, 2008, vol. 61, issue 4, 323-331

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.

Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:61:y:2008:i:4:p:323-331

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