Product‐market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance
Abstract
We report on two studies (a single and a multi‐industry) that empirically investigate a nomological network of relationships between strategic business unit product‐market strategy (differentiation, cost‐focus, and product‐market scope), marketing capabilities (architectural and specialized capabilities, as well as their integration), and business unit performance (market effectiveness and subsequent one‐year objective cash flow), along with a...
Paper Details
Title
Product‐market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance
Published Date
Aug 24, 2009
Journal
Volume
30
Issue
12
Pages
1310 - 1334
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