Strategic Adaptability and Firm Performance: A Market-Contingent Perspective Academic Article

abstract

• The authors test the proposition that the effectiveness of a particular strategic orientationreactor, defender, analyzer, and prospectoris contingent upon the dynamics of the market. In mildly volatile markets, analyzer organizations are found to outperform other organization strategy types. However, in more volatile markets, the strategy-performance alignment is less clearly determined by the market environment.

authors

• Pride, William
• Varadarajan, Rajan

published proceedings

• Journal of Marketing

author list (cited authors)

• McKee, D. O., Varadarajan, P. R., & Pride, W. M.

citation count

• 292

complete list of authors

• McKee, Daryl O||Varadarajan, P Rajan||Pride, William M

publication date

• July 1989

publisher

• SAGE Publications  Publisher

published in

• Journal of Marketing  Journal

keywords

• 35 Commerce, Management, Tourism And Services
• 3502 Banking, Finance And Investment
• 3503 Business Systems In Context
• 3507 Strategy, Management And Organisational Behaviour

Digital Object Identifier (DOI)

• 10.1177/002224298905300305

start page

• 21

end page

• 35

volume

• 53

issue

• 3

URL

• http://dx.doi.org/10.1177/002224298905300305