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 organization's structural characteristics (i.e., formalization, centralization, and specialization) and strategic behavior...

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Bibliographic Details
Published in:Journal of marketing 2005-07, Vol.69 (3), p.49-65
Main Authors: Olson, Eric M., Slater, Stanley F., Hult, G. Tomas M.
Format: Article
Language:English
Subjects:
Adaptation
Behavior
Business conditions
Business innovation
Business structures
Competition
Competitive advantage
Corporate strategies
Formalization
Hypotheses
Market strategy
Marketing
Marketing management
Organizational structure
Product innovation
Prospecting
Regression analysis
Strategic behavior
Strategic management
Studies
Turbulence
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Summary: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 organization's 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.
ISSN:0022-2429
1547-7185
DOI:10.1509/jmkg.69.3.49.66362