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The Performance Implications of Fit among Business Strategy, Marketing Organization Structure, and Strategic Behavior
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 organizations 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. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM6903 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2005 |
|---|---|
| Edisi | Vol. 69, No. 3, Jul., 2005 |
| Subjek | Marketing management Regression analysis Organizational structure Business conditions Market strategy studies |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 17 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |