search query: @journal_id 1754 / total: 150
reference: 8 / 150
| Author: | Taghian, M. Shaw, R. N. |
| Title: | Market fit and business performance: an empirical investigation |
| Journal: | Journal of Strategic Marketing
2010 : AUG, VOL 18:5, p. 395-415 |
| Index terms: | marketing strategy decision making Australia |
| Freeterms: | market fit |
| Language: | eng |
| Abstract: | The article discusses the concept of market fit, which can be explained as the company's capability configuration that is influenced by factors in the company's environment. Based on prior literature on the resource-based view of the firm and survey data collected from 216 businesses in Australia, the authors study a model of market fit. The findings indicate that the core capability configuration is formed by internal assets of marketing planning, decision-making process and marketing strategy. In addition, the measure of market fit is found to associate positively with business performance. |
SCIMA