Fitting strategy derived from strategic orientation to international contexts Academic Article uri icon

abstract

  • AbstractThe search for strategic fit within a market has become a core concept in strategy research. The issue of strategic fit is becoming increasingly important in international strategy as managers and academics explore the uniqueness of international markets. Unfortunately, during a time of open market diversity, many firms are driving toward a singular strategic orientation (i.e., market orientation), thus ignoring the underlying problems and criticisms with a standardized strategy, often resulting in suboptimal performance. A model highlighting the criteria necessary for fitting strategy to international contexts is developed. An empirical illustration is then used to examine the benefits of strategically fitting strategy to context. Finally, a process is provided to assist managers in the formation and implementation of their strategy. 2006 Wiley Periodicals, Inc.

published proceedings

  • Thunderbird International Business Review

author list (cited authors)

  • Griffith, D. A., Jacobs, L., & Richey, R. G.

citation count

  • 6

complete list of authors

  • Griffith, David A||Jacobs, Laurence||Richey, R Glenn

publication date

  • March 2006

publisher