Product-market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance Export

@article{citeulike:5910482, 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 series of controls. Addressing important lacunae in the resource-based view our main research objective is to augment understanding of how critical firm-level marketing capabilities enable the realization of strategy, thus, further advancing both the resource-based view and more recent capabilities theorizing. Specifically, we test seven hypotheses and find strong evidence that both architectural and specialized marketing capabilities, and their integration, positively mediate the product-market strategy and derived business unit performance relationship. In contrast to many extant studies, both survey and objectively measured data are combined, and because the secondary data collected contains both resource-level (input) data and subsequent one-year financial data, a higher level of confidence may be attributable to our findings. Copyright {\copyright} 2009 John Wiley \& Sons, Ltd.}, address = {School of Business Administration, The University of Mississippi, University, Mississippi, U.S.A.; Cardiff Business School, Cardiff University, Cardiff, U.K.; Meinders School of Business, Oklahoma City University, Oklahoma City, Oklahoma, U.S.A.}, author = {Vorhies, Douglas W. and Morgan, Robert E. and Autry, Chad W.}, citeulike-article-id = {5910482}, citeulike-linkout-0 = {http://dx.doi.org/10.1002/smj.798}, citeulike-linkout-1 = {http://www3.interscience.wiley.com/cgi-bin/abstract/122573838/ABSTRACT}, doi = {10.1002/smj.798}, issn = {1097-0266}, journal = {Strategic Management Journal}, keywords = {capabilities, cash, effectiveness, firm, flow, impact, market, marketing, performance, product-market, strategy}, number = {12}, pages = {1310--1334}, posted-at = {2009-10-08 17:49:54}, priority = {3}, title = {Product-market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance}, url = {http://dx.doi.org/10.1002/smj.798}, volume = {30}, year = {2009} }

TY - JOUR ID - citeulike:5910482 L3 - citeulike-article-id:5910482 N2 - 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 series of controls. Addressing important lacunae in the resource-based view our main research objective is to augment understanding of how critical firm-level marketing capabilities enable the realization of strategy, thus, further advancing both the resource-based view and more recent capabilities theorizing. Specifically, we test seven hypotheses and find strong evidence that both architectural and specialized marketing capabilities, and their integration, positively mediate the product-market strategy and derived business unit performance relationship. In contrast to many extant studies, both survey and objectively measured data are combined, and because the secondary data collected contains both resource-level (input) data and subsequent one-year financial data, a higher level of confidence may be attributable to our findings. Copyright © 2009 John Wiley & Sons, Ltd. IS - 12 JF - Strategic Management Journal SN - 1097-0266 AD - School of Business Administration, The University of Mississippi, University, Mississippi, U.S.A.; Cardiff Business School, Cardiff University, Cardiff, U.K.; Meinders School of Business, Oklahoma City University, Oklahoma City, Oklahoma, U.S.A. EP - 1334 TI - Product-market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance VL - 30 SP - 1310 KW - capabilities KW - cash KW - effectiveness KW - firm KW - flow KW - impact KW - market KW - marketing KW - performance KW - product-market KW - strategy AU - Vorhies, Douglas AU - Morgan, Robert AU - Autry, Chad PY - 2009/// UR - http://dx.doi.org/10.1002/smj.798 ER -