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| Author: | Woodside, A. Sullivan, D. Trappey, R. III |
| Title: | Assessing relationships among strategic types, distinctive marketing competencies, and organizational performance |
| Journal: | Journal of Business Research
1999 : JUN, VOL. 45:2, p. 135-146 |
| Index terms: | ORGANIZATIONAL PERFORMANCE MARKETING STRATEGY |
| Language: | eng |
| Abstract: | The multi-item scale developed by Conan, Mokwa and Varadarajan (1990) for assessing Miles and Snow's (1978) strategic typology is applied in a multi-industry, cross- sectional study of 93 Finnish enterprises. To replicate and extend the findings of previous reports, three principal hypotheses are examined: (1) prospector, analyzer, and defender strategic types more often exhibit higher levels of distinctive marketing competencies than reactors; (2) distinctive marketing competencies are associated positively and strongly with organizational performance. |
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