Product-market planning capability and profitability

We test the profit implication of product-market planning as a dynamic capability, from a contingency theory perspective. Among a sample of high-technology industrial organizations, we find that product-market planning capability is significantly and positively related to profits under marketing dif...

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Bibliographic Details
Main Authors: Paul Hughes, Ian Hodgkinson, Robert Morgan, Mathew Hughes, Chih-Hsien Hughes
Format: Default Article
Published: 2020
Subjects:
product-market planning
dynamic capability
profit
marketing differentiation
hybrid
cost efficiency
industrial organization
planning capability
strategic planning
Marketing
Business and Management
Online Access:https://hdl.handle.net/2134/12783095.v1
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