The Impact of Resource-Strategy Correspondence on Marketing Performance-Financial Performance Tradeoffs
Université de Fribourg
- Furrer, Olivier. Université de Fribourg
- Alexandre, M. T. University of Illinois
- Sudharshan, D. University of Kentucky
-
2007
Published in:
- Journal of Strategic Marketing. - 2007, vol. 15, no. 2-3, p. 161-183
English
We suggest that the relationships between strategy and financial performance and between strategy and marketing performance depend on the resource bundle and strategy of a firm. The better the correspondence between strategy and resource bundle, the better the performance. We empirically test and find support for this explanation. By building empirically calibrated models of the marketing and financial performance, we are able to 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.
- Faculty
- Faculté des sciences économiques et sociales et du management
- Department
- Département des sciences du Management
- Language
-
- English
- Classification
- Economics
- License
- License undefined
- Identifiers
-
- RERO DOC 233360
- DOI 10.1080/09652540701318906
- Persistent URL
- https://folia.unifr.ch/global/documents/304245
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