Product Strategies, Managerial Comprehension, and Organizational Performance

Robin Wensley

Oxford Review of Economic Policy, 1999, vol. 15, issue 1, 33-42

Abstract: Recent comments on the national competitive model based on links between organizational skills and value added have recognized that individual firm performance can be significantly moderated by either or both marketing expertise and differentiating skills within the organization with an emphasis on high-level managerial capabilities. This article considers both a more detailed analysis of marketing approaches in this area and also the development in business strategy of concepts such as core competencies and capabilities. The market approaches have focused on detailed product market strategies and, in particular, segmentation and positioning in competitive markets. More sophisticated marketing approaches can help resolve the complexity of ex-ante choices, which should not be confused with the simple ex-post patterns which often emerge. Along with recent tentative work on the impact of managerial comprehension, this suggests that the moderating effects of these two factors may indeed be even stronger than previously suggested. Copyright 1999 by Oxford University Press.

Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:oup:oxford:v:15:y:1999:i:1:p:33-42

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