A Configuration Theory Assessment of Marketing Organization Fit with Business Strategy and Its Relationship with Marketing Performance
Опубликовано на портале: 30-09-2003
Journal of Marketing.
2003.
Vol. 67.
No. 1.
P. 100-116.
Тематический раздел:
Theory posits that organizing marketing activities in ways that fit the implementation
requirements of a business's strategy enhances performance. However, conceptual and
methodological problems make it difficult to empirically assess this proposition
in the holistic way that it is theoretically framed. Drawing on configuration theory
approaches in management, the authors address these problems by assessing marketing
organization fit with business strategy as the degree to which a business's marketing
organization differs from that of an empirically derived ideal profile that achieves
superior performance by arranging marketing activities in a way that enables the
implementation of a given strategy type. The authors suggest that marketing organization
fit with strategic type is associated with marketing effectiveness in prospector,
defender, and analyzer strategic types and with marketing efficiency in prospector
and defender strategic types. The study demonstrates the utility of profile deviation
approaches for strategic marketing theory development and testing.
Ключевые слова
См. также:
Journal of Market-Focused Management.
2002.
No. 2.
P. 149-163.
[Статья]
Journal of Marketing Research (JMR).
1999.
Vol. 36.
No. 1.
P. 95-113.
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[Интернет-ресурс]
Journal of Marketing Research (JMR).
1997.
Vol. 34.
No. 1.
P. 77-90.
[Статья]
[Книга]