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Fitting strategic resources with product-market strategy: Performance implications

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  • Hughes, Paul
  • Morgan, Robert E.

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.

Suggested Citation

  • Hughes, Paul & Morgan, Robert E., 2008. "Fitting strategic resources with product-market strategy: Performance implications," Journal of Business Research, Elsevier, vol. 61(4), pages 323-331, April.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:4:p:323-331
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    References listed on IDEAS

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    Cited by:

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    2. Timsit, Jean-Philippe & Castiaux, Annick & Truong, Yann & Athaide, Gerard A. & Klink, Richard R., 2015. "The effect of market-pull vs. resource-push orientation on performance when entering new markets," Journal of Business Research, Elsevier, vol. 68(9), pages 2005-2014.
    3. Lyons, Andrew Charles & Um, Juneho & Sharifi, Hossein, 2020. "Product variety, customisation and business process performance: A mixed-methods approach to understanding their relationships," International Journal of Production Economics, Elsevier, vol. 221(C).
    4. Hong, Paul & Doll, William J. & Revilla, Elena & Nahm, Abraham Y., 2011. "Knowledge sharing and strategic fit in integrated product development proejcts: An empirical study," International Journal of Production Economics, Elsevier, vol. 132(2), pages 186-196, August.
    5. Um, Juneho & Lyons, Andrew & Lam, Hugo K.S. & Cheng, T.C.E. & Dominguez-Pery, Carine, 2017. "Product variety management and supply chain performance: A capability perspective on their relationships and competitiveness implications," International Journal of Production Economics, Elsevier, vol. 187(C), pages 15-26.
    6. Zhi Chen & Shenglan Huang & Chong Liu & Min Min & Liying Zhou, 2018. "Fit between Organizational Culture and Innovation Strategy: Implications for Innovation Performance," Sustainability, MDPI, vol. 10(10), pages 1-18, September.
    7. Juneho Um, 2017. "The impact of supply chain agility on business performance in a high level customization environment," Operations Management Research, Springer, vol. 10(1), pages 10-19, June.
    8. Hu, Qilin & Hughes, Mathew (Mat) & Hughes, Paul, 2022. "Family-unique resources, marketing resources, and family owners’ willingness to pursue radical innovation: A model and test," Journal of Business Research, Elsevier, vol. 146(C), pages 264-276.
    9. Yu, Feifei & Du, Hongyan & Li, Xiaotong & Cao, Jiayu, 2023. "Enterprise digitalization, business strategy and subsidy allocation: Evidence of the signaling effect," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    10. Mercedes Rubio-Andrés & Jorge Linuesa-Langreo & Santiago Gutiérrez-Broncano & Miguel Ángel Sastre-Castillo, 2024. "How to improve market performance through competitive strategy and innovation in entrepreneurial SMEs," International Entrepreneurship and Management Journal, Springer, vol. 20(3), pages 1677-1706, September.
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