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| Tekijä: | Furrer, O. Alexandre, M. T. Sudharshan, D. |
| Otsikko: | The impact of resource-strategy correspondance on marketing performance - financial performance tradeoffs |
| Lehti: | Journal of Strategic Marketing
2007 : MAY-JUL, VOL. 15:2-3, p. 161-183 |
| Asiasana: | financial performance resources strategy |
| Kieli: | eng |
| Tiivistelmä: | The authors of this article suggest that the relationship between strategy and financial performance and between strategy and marketing performance depend on the resource bundle and strategy of the firm. Article claims that the better the correspondance between strategy and resource bundle, the better the performance. By building empirically calibrated models of the marketing and financial performance, the authors show that indeed, the optimum strategies for the two are not the same and more importantly that the difference varies depending on the resource bundle of a firm. |
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